Relationship between Store Loyalty and Shopping Behavior: A Conceptual Study

Shivaji Mohinta, Navulur Krishna Surarchith


The primary focus of this paper is to measure the relationship among the three constructs Consumer Self Concept, Store Loyalty and Shopping Behavior. The paper is the beginning of the doctoral study and concentrating on the conceptual mapping of idea. For this paper the extensive literature review is the base and the concept derived from the secondary sources only. The effort is expected to give an insight of the problems and would attempt to suggest the importance of Self Concept & Store Image congruity’s role in generating Store Loyalty. This in turn greatly impacts shopping behavior too. The paper seeks to understand the role of Brands that the store carries on the resultant impact on Store Loyalty, Seek to extend our understanding of the impact of self-concept congruity by assessing the relative effects of two types of congruity variables on brand commitment, trust and retail loyalty. The role of Brand & Trust works as mediating variables in shaping Store Image & thus Store Loyalty and to devise marketing strategies for retailers i.e. seek to change consumer’s reaction to a store favorably or re-position the images of the stores to the self-image of the target group of consumers.

Key Words: Consumer, Self Concept, Store Loyalty, Shopping Behavior, Store Image.

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