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

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.