THE POWER OF SHOPPING ENJOYMENT AND BRAND LOYALTY – 3 OBSERVATIONS A study conducted by Isabel Maria Rosa Diaz and Francisco Javier Rondán Cataluña in 2011 looked at the impact of shopping environment, brand loyalty, frequency of purchase, and a range of demographic variables on consumer response to pricing. They considered what they called the […]

THE POWER OF SHOPPING ENJOYMENT AND BRAND LOYALTY – 3 OBSERVATIONS A study conducted by Isabel Maria Rosa Diaz and Francisco Javier Rondán Cataluña in 2011 looked at the impact of shopping environment, brand loyalty, frequency of purchase, and a range of demographic variables on consumer response to pricing. They considered what they called the antecedents of price responsiveness. The findings were competing: Enjoyment associated with shopping and brand loyalty appear to significantly influence the importance of price; Responsibility for shopping (purchase frequency) does not show a statistically significant relationship to purchase behaviour; Age, number of family members and income level were the demographic variables that significantly influenced the importance that respondents attached to price; Gender, marital status and education level did not appear to have a significant influence on purchase behaviour. Brand loyalty was found to be alive and well. It was also found to significantly decrease the importance…