Universiti Tunku Abdul Rahman

Investigating the promotions activities that could influence multiple credit cardholders in diverting their credit spending on a main credit card.

This study is aimed at identifying the promotions activities that could influence multiple credit cardholders in diverting their credit spending on a main credit card. By focusing on relevant factors that have been identified, it is believed that financial institutions may identify the trend and preferences of cardholders and develop effective marketing strategies and promotions to motivate consumer to use their credit card. Five independent variables were used to measure cardholder�s preference card. These variables are perceiving value on promotions activities, cash rebate, discount and gift/prize. The study is quantitative in nature, using self-administered questionnaire which is all closed-ended questions to acquire data. Responses were used for content analysis to categorize the factors that affect the multiple cardholders to have a preferred or main credit card.