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This study investigates the effects of low price and price promotion perception and of shopping value on store loyalty, taking into account the role of store format. Based on a quantitative survey conducted among 813 consumers, the results show that low price perception has a direct effect on store loyalty while price promotion perception influences shopping value. Unlike functional, economic, and emotional values, social value does not affect store loyalty. Despite strategic development by retailers, the article shows that loyalty to hypermarkets remains more influenced by price promotion and functional value, while loyalty to discounters is more affected by low price and economic value. The loyalty mechanisms for supermarkets are less specific and more similar to those for discounters.