Generic Supermarket Items: A Product and Consumer Analysis

Document Type

Article

Language

eng

Publication Date

Summer 1979

Publisher

Elsevier

Source Publication

Journal of Retailing

Source ISSN

0022-4359

Abstract

This article reports on a study of consumers' views of generic supermarket items. Over 400 supermarket shoppers (193 were generic users) in the Milwaukee area were contacted in April 1978. The findings reveal that purchasers of generic products formerly bought more national brands than private labels. Also, their perceptions were that these items are somewhat lower in price and about average in quality. Most the generic buyers were satisfied with these products and plan to purchase them again. Only well-educated consumers from relatively large families were significantly more likely to purchase generic items than other respondents.

Comments

Journal of Retailing, Vol. 55, No. 2 (Summer 1979): 3-14. Publisher link.

Link to Full Text

Share

COinS