CINCINNATI, Ohio - In a study of shopper loyalty conducted by Colloquy, Walmart received the highest scores, Supermarket News reports.

The 2010 Colloquy Retail Loyalty Index revealed that customers claimed the highest loyalty to Wal-Mart in several food and personal care categories, reflecting the importance of value during the recession.

The 2010 index incorporated responses from 3,500 U.S. consumers in five regions: Northeast, Southeast, Midwest, Southwest and Northwest. Respondents were surveyed regarding grocery, personal care, department stores and mass merchant categories.

Walmart finished in first place in the Northeast and Northwest, while it finished third in the Southeast, Southwest, and Midwest.

Kroger finished on top in the Midwest, while Publix ruled the Southeast. In the Southwest, H.E. Butt Grocery ranked first.

"We??ve witnessed a profound change among consumers since the recession hit: Low prices have stepped up to become retail??s strongest loyalty lure according to consumers," said Kelly Hlavinka, Colloquy partner. "That is something which was simply not true in 2008."