Journal of the Academy of Marketing Science

, Volume 12, Issue 4, pp 161–176 | Cite as

Consumer responses to generic products

  • Lester A. Neidell
  • Louis E. Boone
  • James W. Cagley


Plain-label generic products consisting of food and household staples and cigarettes have made significant inroads into the market shares previously held by the national brands of manufacturers and the private brands of wholesalers and retailers. Although the small number of published research studies analyzing purchasers of generic products have described the user as a member of an upscale professional, college-educated household, the research reported in this paper analyzed both demographic and lifestyle characteristics of generic users, non-users, and aware nonusers. Purchase behavior, product evaluation variation, and purchase probabilities for the three segments are examined. Acceptance of generic products appears to adversely affect the sales of national brands more than private brands, since most generic product purchasers had previously purchased national brands.


Generic User Consumer Response Private Label National Brand Family Life Cycle 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 1984

Authors and Affiliations

  • Lester A. Neidell
    • 1
  • Louis E. Boone
    • 2
  • James W. Cagley
    • 1
  1. 1.University of TulsaTulsaUSA
  2. 2.University of South AlabamaUSA

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