|dc.description.abstract||Growing changing markets within the milieu of the phenomenal population increase, present marketers or manufacturers with golden opportunities to present a variety of consumer goods and services. Consumers comprise the most important components within the consumer market. Knowledge of the behaviour patterns and consumer decision-making is of cardinal importance to those enterprises concerned with the marketing of these products and services.
This research was conducted primarily to evaluate the loyalty of the consumer in respect of the trade marks of the grocer concerned. Three of the major food chain stores within the Vaal Triangle, were chosen for this study. In order to evaluate the loyalty towards the three food chain stores and the trade marks (including the food stores' no-name brands involved), in depth interviews were held with the different respondents in the separate food chain stores. This enabled the researcher to obtain a fairly accurate perception of the consumer's loyalty. As this investigation was a pioneer assignment, use was also made of judicious sample collecting, in order to in this way ensure the active involvement of diverse consumers.
As the essential basis of the pioneer research conducted, a six-point Liker Scale was applied, which covered the entire empirical research. The scales in sections A and B varied from point 6 (the highest point), to point 1, (the lowest point). Section C presents the highest point on scale, 1, and 6 again, the lowest. A pilot group research was done in order to establish the validity of the questionnaire. The results obtained, present adequate indications of the reliability of the information. The reliability of the pilot group was that of the proposed level of 0, 70 (Nunnally, 1978:245). The Cronbach Alpha for this random sample was 0,716086. A total of 472 questionnaires were distributed to the various food chain stores in the Vaal Triangle by canvassing the assistance of various field workers. The results clearly indicated the importance and meaningfulness of consumers' information in respect of the opinion regarding the specific stores and the various other food chain stores. These research findings could contribute to the future development of consumer loyalty regarding the particular food stores. In this respect consumers indicated, that the overall appearance of the shop was very important, including the services rendered. Should customers be satisfied with the food chain stores, the former would recommend the food store concerned to friends and family members.||