But it will take more than a handful of firms to change the British consumer mentality, says Vincent-Wayne Mitchell, professor of consumer marketing at the Cass Business School, City University London.

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The study also showed a marked rise of individualism in the mentality of the Chinese consumer.

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"While we hope that other companies do not follow suit, history has shown us they adopt a pack mentality on pricing, " said Audrey Gallacher, of watchdog Consumer Focus.

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