Consumer Perceptions of Generic Grocery Products: Users vs. Non‐users

Abstract

Generic products are purchased by price‐conscious, careful shoppers, who are not, however, willing to accept a lower quality and limited selection of non‐brand names in supermarkets. The behavioural differences between generic product users vs. non‐users are compared in the New England region, using hand‐distributed questionnaires to a convenient sample of 150 respondents.

Citation

Yucelt, U. (1987), "Consumer Perceptions of Generic Grocery Products: Users vs. Non‐users", Marketing Intelligence & Planning, Vol. 5 No. 1, pp. 24-27. https://doi.org/10.1108/eb045743