Brand/Store loyalty or not?

Brand loyalty is one of the most debated issues by scholars and corporations alike. Such issues have been studied from different aspects as they represent the most important feedback to customer satisfaction which is the core of any marketing strategy. However, today’s consumer is a mobile flip-flopper with a rather unstable attitude and behavior towards brand, stores and products. Such instability is further motivated by perceived advantages in terms of price and also affected by an emotional factor in the purchasing process. Furthermore, there is a general change of the consumers’ attitude due to certain basic changes of today’s society which makes people more unsecure in regards to one’s values. The objective of this paper is to investigate whether there is a consumer who remains loyal to the product’s brands and store. For this purpose a questionnaire has been developed whose analysis should enable the authors to identify some consumer groups who share the same behavior as far as brand and store loyalty are concerned