Consumers undertake little external search whenbuying packaged groceries, with considerablereliance being placed on memory. To undertakegrocery shopping efficiently, without sufferingfrom information overload, consumers seek a fewchunks of information which they regard ashaving a high informational value. They interpretproducts as arrays of cues and they seek onlythose few cues with which they are confident inpredicting a products performance. Brand namecues appear to be important information chunks.To understand better the attributes whichconsumers use when choosing a particular brand,a consumer research study was undertaken acrosssix packaged grocery product fields. Confirmingthe earlier literature, between eight and tenattributes were used by consumers to make abrand choice and brand name information wasfrequently sought. Implications for marketingmanagement are discussed.
British Food Journal – Emerald Publishing
Published: Sep 1, 1991
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