This paper reports the results of a quantitative study of the effect of regional product assortment on loyalty to the point of sale. In this study, we found that availability of local regional products in an assortment positively influences commitment and loyalty to the point of sale. In addition, we found that commitment mediates the effect of an assortment containing a regional product on loyalty. Finally, we found that it is possible to think of a person attached to a brand without this latter showing an observed loyalty behavior.
JORM introduces peer-review from its first Edition onwards. The researchers submitting their papers for publication should review atleast one technical paper from their domain. The manuscript also undergoes mandatory procedural review with JORM review and scholar panel.