This article reviews the demographic and psychographic characteristics of the market for generic brand grocery products. The results of an examination of panel data relating to the purchase behavior for generics are also presented. The implications of the research for marketing practice are discussed.
Get full access to this article
View all access options for this article.
References
1.
AdersRobert O., and JenkinsRoger L. (1980), “Outlook for the Retail Food Industry,”Survey of Business, 16(Summer), 23–26.
2.
AnvikLarry, and AshtonDub (1979), “A Profile of Intentions Groups for Generic Branded Grocery Products,” in Developments in Marketing Science, 2, GitlowH. S., and WheatleyE. W., eds., Coral Gables, FL: Academy of Marketing Science, 1–4.
3.
BauschardSuzanne F. (1982), “The Generic Metamorphosis: Now They're Third-Tier Brands with Names, Colorful Labels,”Marketing News, 15(April 30), 1, 7.
4.
BellizziJoseph A., KrueckebergHarry F., HamiltonJohn R., and MartinWarren S. (1981), “Consumer Perceptions of National, Private, and Generic Brands,”Journal of Retailing, 57(Winter), 56–70.
BurgerPhilip C., and SchottBarbara (1972), “Can Private Brand Buyers Be Identified?,”Journal of Marketing Research, 9(May), 219–222.
7.
Business Week (1981), “No-Frills Food: New Power for the Supermarkets,” (March 23), 70–80.
8.
CagleyJames W., NeidellLester A., and BooneLouis E. (1980), “The Wheel of Retailing Squeaks But Turns: Generic Labeling in Supermarkets,” in Marketing in the 80's: Changes & Challenges, BagozziR. P., eds., Chicago: American Marketing, 184–187.
9.
CarmanJames M. (1970), “Correlates of Brand Loyalty: Some Positive Results,”Journal of Marketing Research, 1 (February), 67–76.
10.
CunninghamIsabella C. M., HardyAndrew P., and ImperiaGiovanna (1982), “Generic Brands versus National Brands and Store Brands,”Journal of Advertising Research, 22(October/November), 25–32.
11.
DietrichRobert (1978), “A First-Time Look at How Shoppers React to Generic Products,”Progressive Grocer, 57(February), 80–84.
12.
FrankRonald E., and BoydHarper W.Jr. (1965), “Are Private-Brand-Prone Grocery Customers Really Different?,”Journal of Advertising Research, 5(December), 27–35.
13.
GelbBetsy D. (1980), “‘No-Name’ Products: A Step Towards ‘No-Name’ Retailing?,”Business Horizons, 23(June), 9–13.
14.
GoormansM. (1981), “Generic Products in Belgium: Introduction and Condition,”European Journal of Marketing, 15(no. 1), 78–87.
15.
GranzinKent L. (1981), “An Investigation of the Market for Generic Products,”Journal of Retailing, 57(Winter), 39–55.
16.
HawesJon M. (1982), Retailing Strategies for Generic Brand Grocery Products, Ann Arbor, MI: UMI Research Press.
17.
HawesJon M., and CrittendenWilliam F. (1984), “A Taxonomy of Competitive Retailing Strategies,”Strategic Management Journal, 5(no. 3), in press.
18.
HawesJon M., and KiserG. E. (1980), “Using Psychographics to Identify the Generic Brand-Prone Grocery Shopper,”Akron Business and Economic Review, 11(Winter), 7–12.
19.
HawesJon M., and KiserG. E. (1982), “A Review of Retailing Practices for Generic Grocery Products,”Akron Business and Economic Review, 13(Spring), 37–43.
20.
KonoKen, and BernacchiMichael D. (1980), “Are Generic Products a Fad or a Long-lasting Marketing Phenomenon? The Future of Generic Products,” in Marketing In the 80's: Changes & Challenges, BagozziR. P., eds., Chicago: American Marketing, 191–194.
21.
McEnallyMartha R. (1981), “Use of a Modified Carman's θ in Determining Household Purchase Strategies,” in Progress in Marketing Theory and Practice, TaylorR. D., SummeyJ. H., and BergielB. J., eds., Carbondale, IL: Southern Marketing Association, 153–156.
22.
McEnallyMartha R. (1982), “Use of Chi Square AID Analysis and Logit Models in Analyzing Qualitative Data,” in A Spectrum of Contemporary Marketing Ideas, SummeyJ. H., BergielB. J., and AndersonC. H., eds., Carbondale, IL: Southern Marketing Association, 276–279.
23.
MurphyPatrick E., and LaczniakGene R. (1979), “Generic Supermarket Items: A Product and Consumer Analysis,”Journal of Retailing, 55(Summer), 3–14.
24.
MyersJohn G. (1967), “Determinants of Private Brand Attitude,”Journal of Marketing Research, 4(February), 73–81.
25.
PerreaultWilliam D.Jr., BehrmanDouglas N., and ArmstrongGary M. (1979), “Alternative Approaches for Interpretation of Multiple Discriminant Analysis in Marketing Research,”Journal of Business Research, 1 (no. 2), 151–173.
26.
Private Label: The Magazine for House Brands and Generics (1983), “Generic Sales Increase 50%, Brands Decline: SAMI,”4 (December–January), 34–36.
27.
RaoTanniru R. (1969), “Are Some Consumers More Prone to Purchase Private Brands?,”Journal of Marketing Research, 6(November), 447–450.
28.
ResnikAlan J., TurneyPeter B. B., and Barry MasonJ. (1979), “Marketers Turn to 'Countersegmentation',”Harvard Business Review, 57(September-October), 100–106.
29.
RotheJames T., and LamontLawrence M. (1973), “Purchase Behavior and Brand Choice Determinants for National and Private Brand Major Appliances,”Journal of Retailing, 49(Fall), 19–33.
30.
SchutteThomas F. (1969), “The Semantics of Branding,”Journal of Marketing, 33(April), 5–11.
StrangRoger A., HarrisBrian F., and HernandezAllan L. (1979), “Consumer Trial of Generic Products in Supermarkets: An Exploratory Study,” in 7979 Educators' Conference Proceedings, BeckwithN., eds., Chicago: American Marketing, 386–388.
33.
SullivanT. J. (1979), “Generic Products in Supermarkets … Some New Perspectives,”The Nielsen Researcher (no. 3), 2–9.
34.
SundelHarvey H., and NevilsRandall C. (1979), “The Emergence of the Generic Product and a Profile Analysis of Its User: Next Turn of the Retailing Wheel of Branding?,” in 1979 Proceedings: Southwestern Marketing Association Conference, HaringR. C., KiserG. E., and WhittR. D., eds., Charleston, SC: Southwestern Marketing Association, 84–85.
35.
WillsRobert L., and MentzerRosanna L. (1982), “The Effects of Generics on the Food Market Structure,”National Food Review, (Spring), 7–10.
36.
WindYoram, and LernerDavid (1979), “On the Measurement of Purchase Data: Surveys versus Purchase Diaries,”Journal of Marketing Research, 16(February), 39–47.
37.
ZbytniewskiJo-Ann, and HellerWalter H. (1979), “Rich Shopper, Poor Shopper—They're All Trying Generics,”Progressive Grocer, 58(March), 92–106.
