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Published by: Rukmini Gottumukkala on Jan 17, 2011
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11/12/2011

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Spending seems more welcome than saving among the British people.

According to a research conducted by Weekes (2004), just around one-third of

female respondents and less than half of the male respondents express that

they have the saving habits. Among the respondents, females are more likely

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to spend on clothes than males, with nearly half of female respondents saying

that they have at least one store card and nearly two-thirds of them own one or

two loyalty cards. This may possibly explain why shopping is a gendered

activity (Dholakia, 1999; South and Spitze, 1994), and occasionally, women

may even shop for men’s clothing (Dholakia, 1999).

Store cards and loyalty cards are common promotional tactics to solicit

consumer’s loyalty. However, the same research shows that store cards may

not be regularly used even though special offers are often given to the

cardholders (Weekes, 2004). This could be explained by the fact that store

cards sometimes have much higher interest rates than that of the credit cards

and personal loans (Mintel, 2002).

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