Generic Supermarket Items: A Product and Consumer Analysis
Journal of Retailing
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.