| 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... |
