ST. PETERSBURG, Fla. -- Recent data generated by Catalina Marketing here suggests that brand switching among consumers is less prevalent than commonly thought. The findings of Checkout Direct -- a time-based household marketing program that traces consumer behavior through the retailers' check-cashing and other card-based programs -- indicate that consumer brand loyalty averaged 65% and ran as high as 72%. Based on the actual purchases of 200,000 households over a period of six months, the ...

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