Consumer perceptions of generic products: a Mexican study

Rama Yelkur (Assistant Professor of Marketing, College of Business, University of Wisconsin‐Eau Claire, Wisconsin, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 1 December 2000


Previous research studies on generic products focus mainly on mature markets such as the USA. These studies measure consumer perceptions of all generic products as a whole, with respect to price and quality. With the passing of the NAFTA, retailers’ interest in the relatively young Mexican market has increased. The purpose of this study is to determine Mexican consumers’ overall perceptions of generic grocery products, to examine if there are any differences in perception across demographic groups and to determine if there are differences in the perception of generic products across product categories. Two variables were examined: risk perception of generic products and satisfaction with generic products.



Yelkur, R. (2000), "Consumer perceptions of generic products: a Mexican study", Journal of Product & Brand Management, Vol. 9 No. 7, pp. 446-456.

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