Consumers undertake little external search when buying packaged groceries, with considerable reliance being placed on memory. To undertake grocery shopping efficiently, without suffering from information overload, consumers seek a few “chunks” of information which they regard as having a high informational value. They interpret products as arrays of cues and they seek only those few cues with which they are confident in predicting a product′s performance. Brand name cues appear to be important information chunks. To understand better the attributes which consumers use when choosing a particular brand, a consumer research study was undertaken across six packaged grocery product fields. Confirming the earlier literature, between eight and ten attributes were used by consumers to make a brand choice and brand name information was frequently sought. Implications for marketing management are discussed.
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