Consumer Perception and Engagement towards Digital Loyalty Programmes in Retail Businesses: A Study with Reference to Mysore City

Dhamayanthi P T; Manjula R

Consumer Perception and Engagement towards Digital Loyalty Programmes in Retail Businesses: A Study with Reference to Mysore City

Author(s)	Dhamayanthi P T, Manjula R
Country	India
Abstract	ABSTRACT The retail landscape in India has undergone a decisive shift from card-based reward schemes to application-driven, data-enabled digital loyalty programmes. This transformation has been accelerated by the rapid diffusion of smartphones, the near-universal adoption of the Unified Payments Interface (UPI), and the aggressive expansion of organised retail chains into tier-two cities. The present study examines consumer perception of, and engagement with, digital loyalty programmes among retail shoppers in Mysore City, Karnataka. Primary data were collected from 200 respondents through a structured questionnaire administered across organised and semi-organised retail outlets in the city. The data were analysed using percentage analysis, cross-tabulation, the chi-square test of independence, Cramér's V as a measure of association strength, the linear-by-linear association (Mantel–Haenszel trend) test for ordinal predictors, the one-sample z-test for proportions, and the chi-square goodness-of-fit test. The findings reveal a high overall enrolment rate of 79.0 per cent (95% CI: 73.4%–84.6%), with the mobile application emerging as the dominant engagement channel at 47.0 per cent and cashback as the most preferred reward at 30.5 per cent. Age was found to be significantly associated with both programme membership (χ² = 11.912, df = 4, p = .018) and preferred mode of engagement (χ² = 29.834, df = 12, p = .003), with a clear monotonic decline in digital engagement across successive age groups. Education, occupation and monthly income showed no statistically significant association with membership at the five per cent level. The study concludes that in Mysore City, digital loyalty adoption is driven primarily by generational digital fluency rather than by socio-economic standing, and recommends that retailers pursue a dual-channel loyalty architecture to avoid excluding older consumer segments.
Keywords	Keywords: Digital loyalty programmes, consumer perception, customer engagement, retail marketing, cashback, mobile applications, Mysore City, chi-square analysis.
Field	Mathematics > Economy / Commerce
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-16

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Consumer Perception and Engagement towards Digital Loyalty Programmes in Retail Businesses: A Study with Reference to Mysore City

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