Consumer Brand Selection and Categorisation Processes: A Study of Bank Choice

The information‐processing activity of consumers' selection of a bank is examined. Questionnaire data are collected from a sample of consumers to determine the way they categorise banks and the effect demographic differences have on this process. The results support the existence of a “foggy” set as distinct from a “hold” set of bank brands in the consumers' perception, and show the ways these and other decision sets vary with age, language, education and income.

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Year of publication:	1984
Authors:	Laroche, Michel ; Manning, Terrill
Published in:	International Journal of Bank Marketing. - MCB UP Ltd, ISSN 1758-5937, ZDB-ID 2032104-1. - Vol. 2.1984, 3, p. 3-21
Publisher:	MCB UP Ltd
Subject:	Banks \| Banking \| Consumer Attitudes \| Market Research

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Type of publication:	Article
Type of publication (narrower categories):	review-article
Language:	English
Other identifiers:	10.1108/eb010741 [DOI]
Source:	Other ZBW resources

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