Abstract:

The complexities of differentiating between Brand and Store Loyalty are best documented in FMCG - and in particular Packaged Groceries. This paper addresses that industry but its findings are also relevant to all other product areas which involve separate companies for manufacture (in its loosest possible sense) and retailing to the end consumer. The paper examines developments in the past - what were the key factors which have influenced relationships between manufacturers and retailers. It then examines the role played by research today in those relationships, before concluding how they are likely to change and how research (and researchers!) must change to keep pace.