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Interest in understanding the behavior of Low Income consumer has been gaining importance lately. This increasing interest is based upon the understanding that the future growth of economies and enterprises depend more and more on the insertion of these consumers in consume process. The aim of this essay was to verify if Low Income consumers present differences concerning loyalty behavior towards the product brand and retail store brand. Moreover it tried to compare the loyalty behavior towards the product brand and retail store brand among people of Low Income and High Income and to identify the possible causes of the found differences . To reach this purpose it was performed a research type survey with Low Income and High Income consumers by means of two structured questionnaires, one concerned to product (television) brands and other concerned to retail stores brands. The analyses process dealt with tests of difference proportion , averages and association and analyses of multiple variance The results showed that the position in the income class had no influence, in a statistically significant way, on the loyalty behavior, either concerning product brands or retail store brands. However the study showed the existence of significant differences in the loyalty process between store and product not associated to income, which show that consumer has a more intense relationship with product brands than with store brands. In this way, the consumers that responded about brands evaluated better the constructs Value and Commitment, recognized as antecedents of the loyalty behavior, than the ones that responded about the retail store brand. At the end, the academic and managing contributions of the study as well the suggestions concerning further studies are presented.

Lealdade às marcas de produtos e às marcas de lojas de varejo: um estudo comparativo entre consumidores de baixa e alta renda