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Characteristics of loyal customers for trade chains in the German food retailing

Author

Listed:
  • Olearius, Gotz
  • Roosen, Jutta

Abstract

In this paper customer loyalty will be examined with the help of budget ratios (budget shares). We address the question whether sociodemographic groups differ in their shopping behavior and their store loyalty. Loyalty is analyzed with regard to the ten largest food retail chains in Germany in 2002. It is shown that the loyalty of customers depends on the lifecycle stage of the household and household size for the most part. Older and single households are more loyal than younger families.

Suggested Citation

  • Olearius, Gotz & Roosen, Jutta, 2009. "Characteristics of loyal customers for trade chains in the German food retailing," 113th Seminar, September 3-6, 2009, Chania, Crete, Greece 58108, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaa113:58108
    DOI: 10.22004/ag.econ.58108
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