SIMILITUDES Y DIFERENCIAS EN LAS CAUSAS PSICOGRÁFICAS DE LA LEALTAD A LA MARCA DE PRODUCTO Y LA FIDELIDAD AL SUPERMERCADO.

Numerous studies have evaluated the psychographic characteristics that influence product brand loyalty and supermarket loyalty. Notwithstanding, none of them has evaluated the psychographic characteristics of both constructs together. Questions such as "Why do consumers develop different buying attitudes and habits regarding different supermarkets and regarding different product brands?" have gone unanswered. To answer them, the paper propose and tests a model that evaluates the similarities and differences between the psychographic causes of product brand loyalty and supermarket loyalty. This research has predicted and proven that consumers' psychographic characteristics influence product brand loyalty and supermarket loyalty in different ways and in different intensities. From the psychographic characteristics analyzed in this research, the paper shows that aversion to risk and product quality awareness increase product brand loyalty whereas the search for variety and price awareness decrease it. On the other hand, only aversion to risk influences supermarket loyalty (positively). The paper ends with a discussion of the implications of such results on supermarket owners and on producers. [ABSTRACT FROM AUTHOR]