Replication is critical in furthering both the science
and art of marketing; too often academicians and
practitioners alike operate on the basis of outdated
information. The author reports on a partial replication,
conducted in 1984, of a 1973 study of bankcard holders
and explores the changes in holdership and use patterns
of consumers possessing either a VISA card, a MasterCard
or both. Some notable changes have occurred in the
eleven years since the first study was conducted. While
MasterCard was the leading card in 1973, VISA has
now taken a commanding lead. It is also the card
of choice among holders of both cards. Average annual
use of the cards has also increased, with single card
holders increasing their use of their card more than
holders of both bankcards.
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