Market study at Unibanco
: the relationship of millennials with loyalty programs

  • Riccardo Afonso Dias Rampazzo (Student)

Student thesis: Master's Thesis


Financial institutions such as Unibanco tend to enter the client's life at a later period, therefore no relationship has been established prior to client engagement. Credit is frequently required at a point in life when a person already has a relationship with a bank because of other financial obligations. Millennials now account for a sizable section of the global population, and their purchasing power makes them a desirable option for a variety of consumer businesses. As a result, Millennials are an increasingly study target group. Nowadays, there is a general inability to retain new customers and increase value add, primarily through loyalty programs.In this consulting project, the objective proposed by the client was to conduct a market studyfor a new product in the area of services and loyalty. This dissertation has a chapter of Literature Review, in which concepts such as loyalty programs, millennials and their relationship with financial institutions and banks are explored. The following is a chapter on the developed consulting project. The methodology was dividedinto 3 parts: benchmarking, focus group and questionnaire. It was possible to conclude that there is a lack of knowledge on the part of the general population, particularly millennials in relation to loyalty programs in the area of credit. In addition, millennials' preferences for loyalty programs were identified.
Date of Award9 Jul 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPeter V. Rajsingh (Supervisor) & Rute Xavier (Co-Supervisor)


  • Credit cards
  • Customer loyalty
  • Loyalty programs
  • Millennials


  • Mestrado em Gestão e Administração de Empresas

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