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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0265-2323
- DOI
- 10.1108/eb010741
- Publisher site
- See Article on Publisher Site
Abstract
The informationprocessing 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.
Journal
International Journal of Bank Marketing – Emerald Publishing
Published: Mar 1, 1984