This paper is concerned with increasing understanding of the mechanisms which determine how shoppers make purchasing decisions. It is particularly concerned with housewives shopping for branded packaged goods in self-service stores/supermarkets in the U.K. A background review is given in Part I of research which preceded the main study reported on. In this prior and preparatory research two main concepts were distinguished and methods of measuring each developed. These are: 1. Shopper types; 2. Types of purchasing decision.