An Investigation of Consumer Loyalty to Stores

Abstract

<p>In recent years there has been growing commercial and academic interest into the question of consumer purchasing behaviour at stores, and a great deal of research has been done on this topic using aggregate consumer data. The main study objective of this investigation was to ascertain the nature of consumer store loyalty across different product fields, consumer characteristics, and shopping trip characteristics, based on an analysis of consumer purchasing sequences carried out by the 'run test'. The analysis of data extracted from the Cardiff Consumer Panel, a data set which includes continuous records of the grocery shopping behaviour using the this approach revealed a number observations on the nature of consumer purchasing behaviour, including a link between car ownership and store loyalty.</p>