However, despite claiming that store cards could be useful in some instances, Mr Davies claimed that such research would lead consumers to choose credit cards over other alternatives offered by stores.
"If you can compare APR on the two it's almost a no-brainer: credit cards are the much better option," he explained.
"People are becoming more aware of the different rates that are on offer and they're also becoming more accustomed to comparing products on a like for like basis, so hopefully once they do their own research they will come to the same decision."
Established in 1957, Which? is an independent charity which campaigns to provide consumers in the UK with a fair deal.
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