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Generics versus National Brands [microform] : An Examination of Frequency of Purchase and Consumer Perceptions / John V. Pavlik and Linda M. Salvucci
Bib ID 5439118
Format BookBook, MicroformMicroform, OnlineOnline
Author
Pavlik, John V
 
Online Versions
Description [Washington, D.C.] : Distributed by ERIC Clearinghouse, 1984 
25 p. 
Summary

A study explored the differences in consumer perceptions of product attributes for national brand and generic grocery products as they related to the frequency of generic purchases. It was hypothesized that consumers perceive national brands more favorably than they do generics, but that the more frequently they purchase generics, the more favorable their perceptions of generics become. Data were collected from a telephone survey of 205 households in an eastern United States community. Items used to measure consumer perceptions were based on a 10-point rating scale, and included attributes such as label information, taste, nutritional value, and variety of choice. The results indicated that generics were equally popular among most demographic groups with regard to perceptions or purchase frequency and that generics were rated less favorably than national brands in all attributes except price. Almost half the respondents purchased generics occasionally, with the remainder evenly split between those who never purchase generics and those who buy them regularly. Findings also showed that the more frequently consumers purchased generics, the more favorably they perceived both the price, taste, and other attributes of generics and the overall quality of generics relative to national brands. The results suggested that price is not the only attribute consumers consider when evaluating generic products. (HTH)

Notes

ERIC Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (67th, Gainesville, FL, August 5-8, 1984).

Reproduction Microfiche. [Washington D.C.]: ERIC Clearinghouse microfiches : positive. 
Subjects Advertising.  |  Attitudes.  |  Comparative Analysis.  |  Consumer Economics.  |  Media Research.  |  Public Opinion.  |  Purchasing.  |  Brand Name Products - Generic Products
Form/genre Speeches/Meeting Papers.  |  Reports, Research.
Other authors/contributors Salvucci, Linda M., author
Available From ERIC 

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Members of Aboriginal, Torres Strait Islander and Maori communities are advised that this catalogue contains names and images of deceased people. All users of the catalogue should also be aware that certain words, terms or descriptions may be culturally sensitive and may be considered inappropriate today, but may have reflected the author's/creator's attitude or that of the period in which they were written.