This essay has been submitted by a student. This is not an example of the work written by professional essay writers.

Consumer Socialisation and The Four Types of Loyalty Programmes Used by Cadbury

downloadDownload printPrint

Pssst… we can write an original essay just for you.

Any subject. Any type of essay.

We’ll even meet a 3-hour deadline.

Get your price

121 writers online

Download PDF

Advertising remains one of the avenues by which consumer learning or customer socialisation occurs. Customer socialisation is defined as the process by which a customer is taught how to behave within the consumer environment. Instrumental learning theorists believe that learning occurs through a trial and error process with habits formed as a result of rewards received for certain reposes or behaviours. Every time a customer purchases a shirt or a sweater there that they really like, and become a frequent buyer, their loyalty is rewarded which reinforces their patronage to the store. The end result is a recurrence of the behavior to the point of inveteracy (Schiffman 2013). Some advertisements are notorious for their affective, behavrioural or cognitive appeal. Advertising is one of the avenues by which learning or consumer socialization occurs.

Similar to the process by which a child or even adult is taught how to behave, consumer socialization happens when the buyer adopts the desirable knowledge, skills, attitudes, customs and experiences of the corporation. An advertisement can be viewed as an instructive lesson in which the consumer gradually understands either the utility or desirability of the good or service.

The Four Types of Loyalty Programmes display some advertising methods used to attract customers via rewards or incentives. These assume various forms and may be divided into four sectors: immediate, delayed, directly supporting company and indirectly supporting company. Each sector would appeal to a different customer personality. Immediate rewards grants customers prizes awarded in the short-term, while with delayed rewards customers must take time and work (through repeated purchases) to earn points and win the prize. The directly supporting reward allows the company to regain money spent to manufacture and attract customers and even profit. A good illustration is the discount deals and frequent buyer promotions that stimulate more purchases. The indirect support is not financially profitable but, it promotes the company’s public image by publicity and improves the personal relationship with the customer base e.g. clubs.

In an attempt to make customers loyal through repeated purchases, Cadbury sponsors many price cuts, coupons, contests, competitions and clubs. These incentives would draw customers to increase purchases because of the special deals advertised. Many times, these rewards are successful because they create more public interest among certain targeted segments such as the young for toys, more candy/chocolate or for the older, clothes or cash. Club membership in prestige societies is also another reward that Cadbury and other enterprises set up to reach, incorporate and make loyal their customers.

infoRemember: This is just a sample from a fellow student.

Your time is important. Let us write you an essay from scratch

100% plagiarism-free

Sources and citations are provided

Find Free Essays

We provide you with original essay samples, perfect formatting and styling

Cite this Essay

To export a reference to this article please select a referencing style below:

Consumer Socialisation and the Four Types of Loyalty Programmes Used by Cadbury. (2019, January 03). GradesFixer. Retrieved July 29, 2021, from
“Consumer Socialisation and the Four Types of Loyalty Programmes Used by Cadbury.” GradesFixer, 03 Jan. 2019,
Consumer Socialisation and the Four Types of Loyalty Programmes Used by Cadbury. [online]. Available at: <> [Accessed 29 Jul. 2021].
Consumer Socialisation and the Four Types of Loyalty Programmes Used by Cadbury [Internet]. GradesFixer. 2019 Jan 03 [cited 2021 Jul 29]. Available from:
copy to clipboard

Sorry, copying is not allowed on our website. If you’d like this or any other sample, we’ll happily email it to you.

    By clicking “Send”, you agree to our Terms of service and Privacy statement. We will occasionally send you account related emails.


    Attention! This essay is not unique. You can get a 100% Plagiarism-FREE one in 30 sec

    Receive a 100% plagiarism-free essay on your email just for $4.99
    get unique paper
    *Public papers are open and may contain not unique content
    download public sample

    Sorry, we could not paraphrase this essay. Our professional writers can rewrite it and get you a unique paper.



    Your essay sample has been sent.

    Want us to write one just for you? We can custom edit this essay into an original, 100% plagiarism free essay.

    thanks-icon Order now

    Hi there!

    Are you interested in getting a customized paper?

    Check it out!
    Having trouble finding the perfect essay? We’ve got you covered. Hire a writer

    Haven't found the right essay?

    Get an expert to write you the one you need!


    Professional writers and researchers


    Sources and citation are provided


    3 hour delivery