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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.
Keng et al. (Thu,) studied this question.