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...

Purpose – The purpose of this paper is to test whether, in the context of blood donation, the predictive ability of the theory of planned behaviour (TPB) extends from behavioural intention to actual donation behaviour, and whether extended versions of the TPB perform better than the standard...

Discusses Mitchell’s recent proposal for astrological segmentation which demonstrates the extremes to which segmentation and targeting can be taken if we uncritically accept their core assumptions. Proposes that although Mitchell’s proposal can be subjected to a number of minor criticisms,...

This paper reports a new theorem and proof for optimizing the advertising budget. The theorem is that the optimal rate of advertising is equal to gross profit multiplied by advertising elasticity. This does not involve a ratio of elasticities, and so is an advance on the Dorfman-Steiner theorem...