Consumer Brand Selection and Categorisation Processes: A Study of Bank Choice

Abstract

The information‐processing 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.

Citation

Laroche, M. and Manning, T. (1984), "Consumer Brand Selection and Categorisation Processes: A Study of Bank Choice", International Journal of Bank Marketing, Vol. 2 No. 3, pp. 3-21. https://doi.org/10.1108/eb010741