In this paper, the first consideration of the interaction of the processes of store choice and brand choice at the level of individual stores is presented. Empirical results derived from a recently conducted spatially disaggregate consumer-panel survey in Cardiff, the United Kingdom, are reported. These results suggest that store loyalty and brand loyalty are both extremely low. On this basis it is argued that store and brand choice might profitably be regarded as a nested choice process, with store choice preceding brand choice. The application of the Dirichlet model to patterns of multibrand purchasing within individual stores is then discussed.
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