While retail payment instruments generate more revenue than many fast moving consumer goods (FMCG) categories, surprisingly little is publicly known about market structure and purchase loyalty. This paper reports a study of shoppers’ use of payment methods in three New Zealand retail...

A growing number of studies have suggested that consumers hold very similar beliefs about the brands they use within a product category. This implies that experience, rather than marketing activity, leads consumers to associate attributes with brands. Replicates and extends earlier studies and...

Over the last 30 years a range of empirical generalisations has been developed about the performance of competitive brands in frequently purchased product categories. These generalisations have been based mainly on European and US data, and this paper addresses the question of whether they also...

This research investigates changes in brand loyalty as households pass from one stage of the household life cycle to another. Analysing 45 brands in three consumer product categories in the UK, we find that the changes follow a U shape pattern. Brand loyalty declines sharply as households shift...

Theories of consumer behaviour often rely on "folk psychology". This is a common method of explanation in the social sciences, but it has some major limitations which are usually ignored in the marketing literature. To overcome these limitations, researchers must make an explicit choice between...