Relationship between the Perceived Value of Points and the Consumer Characteristics

Abstract

Various corporations implement loyalty programs through the utilization of point cards, which incentivize consumers through effective point redemption schemes. Furthermore, multiple corporations form strategic alliances utilizing common points, such as T-points and Ponta points, in order to establish their own economic zones.

However, some individuals hold a negative perception towards point redemption programs, as they may find it irksome when sales associates inquire about their possession of a point card on every purchase. Additionally, exercising caution when utilizing point cards is recommended, as the pursuit of points may lead to excessive spending.

This study aims to investigate the inclination towards points among consumers by analyzing the correlation between the perceived value of four types of points (T point, ponta point, WAON point and nanaco point) and consumers' personal characteristics, using samples of people in their 20s to 50s. The results of this analysis indicate that individuals who possess weaker economic standing or those who value detailed and comprehensive information when making purchases tend to hold a higher perceived value towards T point, ponta point, WAON point. However, further examination is necessary to understand why this trend is not reflected in the case of nanaco point, as it may be attributed to the mechanism of nanaco point, such as the fact that points are not awarded for cash payments, and credit card users receive preferential treatment.