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Measures of store loyalty in French food retailing

Author

Listed:
  • Fabian Bergès

    () (Toulouse School of Economics GREMAQ-INRA and IDEI - Manufacture des Tabacs - MA 103, 21 Allée de Brienne, F-31000 Toulouse, France)

  • Valérie Orozco

    (Toulouse School of Economics GREMAQ-INRA, France)

Abstract

Store loyalty is an important issue for retailers since it defines one way in which consumers are attached to stores. However, store loyalty is not unidimensional and there are different ways of measuring it. After surveying the marketing literature on how to assess ’store loyalty’, we compute different store loyalty indexes with French homescan database on consumer purchases (9 000 households) coupled with a store database that allows us to control for supply parameters, including store location and accessibility. We find that the store loyalty index, computed on more than 250 goods, differs greatly across chain stores. Moreover, when households increase their expenditures in a store, it does not necessarily mean that the store benefits from more loyal patronage. We also investigate the relationship between store loyalty and likelihood of buying private labels (PL). Results show that a PL expenditure increase does not translate into higher store loyalty (whatever the index studied).

Suggested Citation

  • Fabian Bergès & Valérie Orozco, 2010. "Measures of store loyalty in French food retailing," Review of Agricultural and Environmental Studies - Revue d'Etudes en Agriculture et Environnement, INRA Department of Economics, vol. 91(3), pages 261-277.
  • Handle: RePEc:rae:jourae:v:91:y:2010:i:3:p:261-277
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    File URL: http://ageconsearch.umn.edu/bitstream/188258/2/91-3-261-277.pdf
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    References listed on IDEAS

    as
    1. Bergès-Sennou Fabian & Bontems Philippe & Réquillart Vincent, 2004. "Economics of Private Labels: A Survey of Literature," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 2(1), pages 1-25, February.
    2. Peter T. L. Popkowski Leszczyc & Fusun F. Gonul, 1996. "Multiple Ways of Measuring Brand Loyalty," Canadian Journal of Economics, Canadian Economics Association, vol. 29(s1), pages 494-497, April.
    3. Fabian Bergès-Sennou, 2006. "Store loyalty, bargaining power and the private label production issue," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 33(3), pages 315-335, September.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    store loyalty; market power; private label;

    JEL classification:

    • D1 - Microeconomics - - Household Behavior
    • D3 - Microeconomics - - Distribution
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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