IDEAS home Printed from https://ideas.repec.org/p/ags/eaa113/58141.html
   My bibliography  Save this paper

What are ‘true’ loyal consumers in the food sector? Insights from an empirical study

Author

Listed:
  • Wettstein, Nadine
  • Hanf, Jon Henrich

Abstract

Because loyal consumers are less likely to switch to competitors and because they are more tolerant to increases in price than non-loyal consumers, one of the main aims of firms is the “generation” of loyal consumers. But what is consumer loyalty? The marketing literature emphasises that for “true loyalty” it is important to consider both consumers' purchasing pattern (i.e. repurchases) as well as the underlying attitudes of the consumers. Thus, true loyalty includes both a behavioural (purchase) component, which results in repeated purchases, and an attitudinal component, which results in a dispositional commitment to a product, a brand, or a company, and associates a unique value to it. However, considering the characteristics of food products and the sector the question arises whether the above mentioned strict definition of true consumer loyalty is realistic in the food sector. The aim of our paper is to empirically test this question. In order to test our research question we conduct 30 semi-structured in-death interviews with regular customers of an organic retail shop in March / April 2009. Each interview lasts for roughly thirty minutes.

Suggested Citation

  • Wettstein, Nadine & Hanf, Jon Henrich, "undated". "What are ‘true’ loyal consumers in the food sector? Insights from an empirical study," 113th Seminar, September 3-6, 2009, Chania, Crete, Greece 58141, European Association of Agricultural Economists.
  • Handle: RePEc:ags:eaa113:58141
    as

    Download full text from publisher

    File URL: http://purl.umn.edu/58141
    Download Restriction: no

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:eaa113:58141. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search). General contact details of provider: http://edirc.repec.org/data/eaaeeea.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.