Consumers show low store loyalty and little or no segmentation between different chains or store groups when buying a grocery product in the United Kingdom. Store penetration, repeat buying of the product at the same store group, and multistore buying all follow the same theoretical patterns as have been established previously for brands. Store choice is like brand choice. Loyalty to a specific brand within a particular chain is also low. Over time, people spread their purchases of the product extensively to other brands and other chains directly in line with market shares.
Get full access to this article
View all access options for this article.
References
1.
Aske Research (1972), Petrol.London: Aske Research Ltd.
2.
BuckS. F. (1982), “Consumer Panels in the UK: Past, Present and Future,” in Proceedings of the Market Research Society Conference.London: The Market Research Society.
3.
CharltonP. (1973), “A Review of Store Loyalty,”Journal of the Market Research Society, 15, 35–41.
4.
ChatfieldC., and GoodhardtG. J. (1975), “Results Concerning Brand Choice,”Journal of Marketing Research, 12(February), 110–13.
5.
CunninghamR. M. (1961), “Customer Loyalty to Store and Brand,”Harvard Business Review, 39, 127–37.
6.
DunnR., and ReaderS., and WrigleyN. (1983), “An Investigation of the Assumptions of the NBD Model as Applied to Purchasing at Individual Stores,”Applied Statistics, 32, 249–59.
7.
EhrenbergA. S. C. (1959), “The Pattern of Consumer Purchases,”Applied Statistics, 8, 26–41.
8.
EhrenbergA. S. C. (1972), Repeat-buying.Amsterdam and New York: North-Holland Press.
9.
EhrenbergA. S. C., and GoodhardtG. J., (1969a), “A Model of Multi-Brand Buying,”Journal of Marketing Research, 6(February), 77–84.
10.
EhrenbergA. S. C., and GoodhardtG. J., (1969b), “Duplication of Television Viewing Between and Within Channels,”Journal of Marketing Research, 6(May), 169–78.
11.
EhrenbergA. S. C., and GoodhardtG. J., (1979), Understanding Buyer Behavior.New York: J. Walter Thompson and MRCA.
12.
EngelJ. F., and BlackwellR. D., and KollatD. T. (1978), Consumer Behavior, 3rd ed.Hinsdale; IL: The Dryden Press.
13.
GoodhardtG. I., and EhrenbergA. S. C., and ChatfieldC. (1984), “The Dirichlet Model—A Comprehensive Model of Buying Behavior,”Journal of the Royal Statistical Society, Series A, 147 (in press).
14.
GoodhardtG. I., and EhrenbergA. S. C., and CollinsM. A. (1975), The Television Audience.Aldershot, England: Gower Press; Brookfield, VT: Gower Publishing Co.
15.
JephcottJ. St. G. (1972), “Consumer Loyalty—A Fresh Look,” in Proceedings of the 1972 Annual Conference.London: The Market Research Society.
16.
JeulandA. P., and BassF., and WrightG. P. (1980), “A Multibrand Stochastic Model Compounding Heterogeneous Erlang Timing and Multinomial Choice Processes,”Operations Research, 28, 255–77.
17.
KauAh Keng (1980), “Patterns of Store Choice,” working paper, London Business School.
18.
KauAh Keng (1981), “Patterns of Store Choice,” doctoral thesis, London University.
19.
LeckenbyJ. D., and KishiS. (1984), “The Dirichlet Multinomial Distribution as a Magazine Exposure Model,”Journal of Marketing Research, 21(February), 100–6.
20.
MassyW. F., and MontgomeryD. B., and MorrisonD. G. (1970), Stochastic Models of Buyer-Behavior.Cambridge, MA: The MIT Press.
21.
WrigleyN. (1980), “An Approach to the Modelling of Shop-Choice Patterns,” in Geography and the Human Environment, Vol. III, HerbertD.T., and JohnstoneR. J., eds. London and New York: John Wiley & Sons, Inc.
22.
WrigleyN., and DunnR. (1984), “Stochastic Panel-Data Models of Urban Shopping Behaviour, I and II,” in Environment and Planning A, 16, 629–650 and 759–78.
