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.