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Patterns of consumer brand choice and store loyalty

Foxall, Gordon Robert ORCID:, Schrezenmaier, T. and Oliveira-Castro, J. M. 2004. Patterns of consumer brand choice and store loyalty. Presented at: Association for Behavior Analysis 30th Annual Convention, Boston, MA, USA, 28 May - 1 June 2004.

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Abstract: This paper follows up previous research on consumer brand choice and presents the results of the analysis of store choice behaviour of 80 consumers drawn from the British TNS “Superpanel”. The study draws upon work on brand and store loyalty. Brand loyalty versus store loyalty, store penetration, frequency distribution and the duplication of purchase between supermarket chains are examined for nine product categories. Consumers’ store loyalty generally has been found to be larger than brand loyalty: our study points out that the incidence of 100% brand and store loyal buyers is slightly, but consistently higher than earlier work suggests. The classification of brands into groups offering utilitarian and informational reinforcement serves as a basis for a new approach: different degrees of correlation between brand loyalty and the preferred level of reinforcement bought were found.

Item Type: Conference or Workshop Item (Paper)
Date Type: Completion
Status: Unpublished
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
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Last Modified: 25 Oct 2022 08:10

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