How consumers see the packaged grocery markets: Branded, own label and generic products Available to Purchase

There is no doubt that retailers' own labels in the packaged grocery markets are posing a threat to the branded sector. But to what degree? The research described here has evolved as part of a long‐term programme to assess consumers' perceptions of the competitive structure of the market. Eighteen interviews indicate that in specified packaged grocery markets, people are able to ascribe different characteristics to branded, own label and generic goods.