| Summary: | Internet is a part of everyday life and most people are now used to shopping online. This in turn has led to the fact that companies with traditional stores lack knowledge of what their customers wants and their preferences about buying. Creating an understanding of what customers wants has always been the focus of business to maintain and create loyalty towards consumers. The purpose of the study is therefore to investigate which preferences determine loyalty within traditional stores and online stores. The factors studied are pricequality, price awareness, service, time efficiency, trust and choice. These variables are the independent variables of the study which will be tested against the dependent variables which is loyalty in traditional stores and loyalty online. The study is limited to consumers who bought clothes last year. The design of the study is based on quantitative methodology were surveys have been the source of data collection. 187 people responded to the survey which has then been analyzed in SPSS using multivariate regression. The result of the study shows that the preferences regarding loyalty within traditional stores were service and pricequality. The results also show that the preferences regarding loyalty within online stores are service, time efficiency and trust. The study contributes to research by measuring which preferences affect loyalty when shopping in traditional stores and in online stores. By providing an understanding of which preferences determine loyalty within traditional stores and online stores, companies can understand why consumers are loyal and use the information to support strategical decisions within companies.
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