Year: 1991
Type: article
Study design: Observational Study
Abstract: Consumers undertake little external search when buying packaged groceries, with considerable reliance being placed on memory. To undertake grocery shopping efficiently, without suffering from information overload, consumers seek a few “chunks” of information which they regard as having a high informational value. They interpret products as arrays of cues and they seek only those few cues with which they are confident in predicting a product′s performance. Brand name cues appear to be important information chunks. To understand better the attributes which consumers use when choosing a particular brand, a consumer research study was undertaken across six packaged grocery product fields. Confirming the earlier literature, between eight and ten attributes were used by consumers to make a brand choice and brand name information was frequently sought. Implications for marketing management are discussed.
Source: British Food Journal
Author: Leslie de Chernatony
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1973374568