Consumers would choose lower prices over loyalty schemes, according to UK supermarket chain Asda's latest NOP research. According to the research 93% of Sainsbury's customers and 95% of Tesco customers would prefer lower prices. The group most sceptical about loyalty schemes was the 45-54 age group, while over three quarters of interviewees thought that a card did not greatly affect their choice of retail outlet, reported Infomatics.