Purchase Strategies Across Product Categories, Journal of Consumer Research
This article describes the degree to which consumers use identical or similar brand and store choice strategies across product categories. The analysis is based on data on two pairs of frequently-purchased products and the results indicate that consumers frequently use identical or similar purchasing strategies across product categories. The principal implication of these results is that buying behavior may be governed by general household characteristics such as demographics to a greater extent than past research in this area had indicated.
Robert Blattberg, Subrata K. Sen
Blattberg, Robert, and Subrata K. Sen. 1976. Purchase Strategies Across Product Categories. Journal of Consumer Research. 3(3): 143-154.