Do shoppers choose the same brand on the next trip when facing the same context? An empirical investigation in FMCG retailing

The most basic manifestation of brand loyalty is repurchasing – making the same choice on next category occasion. This study tests to which extent stability contextual cues across purchase occasions affects repurchasing. We investigate these effects by analyzing a total 1.6 million pairs (i.e., two consecutive choices) 20,587 German and 23,036 British shoppers in three FMCG categories. find that stable (same retailer, basket size or weekday as previous occasions) further whereas unstable (different occasions, promotion chosen one different assortment size) hinder Furthermore, our results stress importance inertia power private labels foster provides generalizable insights regarding trip-to-trip shoppers’ choices, proposes metric benchmark performance multiple retail outlets, pinpoints opportunities for manufacturer-retailer cooperation order nurture