TY  - JOUR
AB  - 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.
VL  - 93
IS  - 9
SN  - 0007-070X
DO  - 10.1108/EUM0000000002361
UR  - https://doi.org/10.1108/EUM0000000002361
AU  - de Chernatony Leslie
PY  - 1991
Y1  - 1991/01/01
TI  - Facilitating Consumer Choice Decisions: The Importance of Branding Cues
T2  - British Food Journal
PB  - MCB UP Ltd
SP  - 50
EP  - 56
Y2  - 2024/09/19
ER  -