Are generics buyers deal-prone? On a relationship between generics purchase and deal-proneness

  • Ken Kono


The research finding that deal-prone shoppers and generics buyers are similar to each other in profile, prompted the present study to address whether or not deal-prone shoppers are generic buyers and vice versa. Data were collected from a large Midwest metropolitan area. The factor anlaysis demonstrated that attitudinal differences between deal-prone and generics were significant. This study found that both deal-prone and generics shoppers are economy-minded in shopping. Dealprone prone shoppers, however, were found to be different from generics buyers in that they are more conservative, less confident and less innovative than the latter. Based on the findings, a number of recommendations are made to management of national brdand manufacturers and retailers.


Brand Loyalty Store Brand American Market Association National Brand Generic Consumer 
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.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Blattberg, R.C., R. Brosing, P. Peacock, and S.K. Sen, (1978) “Identifying the Deal Prone Segment”,Journal of Marketing Research, 15 (August), 369–77.CrossRefGoogle Scholar
  2. Caplovitz, D. (1979),Making Ends Meet: How Families Cope with Inflation and Recession, Beverly Hills, CA: Sage Publications.Google Scholar
  3. Cunningham, J.C.M., A.P. Hardy and G. Imperia, (1982) “Genetic Brands versus National Brands and Store Brands”,Journal of Advertising Research, vol. 22 (October/November), 25–32.Google Scholar
  4. Dodson, J.A., A.M. Tybout, and B. Sternthal, (1978) “Impact of Deals and Deal Retraction on Brand Switching”,Journal of Marketing Research, vol. 15 (February), 72–81.CrossRefGoogle Scholar
  5. “Generics: The Evolution of the Species”, (1982)Progressive Grocer, 61 (March), 27–34.Google Scholar
  6. “Generic Threat Waning: SAMI”,Advertising Age, 53 (August 30, 1982), 33.Google Scholar
  7. Green, Paul E. and Donald S. Tull,Research for Marketing Decisions (4th ed.) Englewood Cliffs, NJ: Prentice-Hall, Inc., 1978, pp. 418–39.Google Scholar
  8. Hackleman, E.C. and J.M. Duker, (1980) “Deal Proneness and Heavy Usage: Merging Two Market Segmentation Criteria”,Journal of the Academy of Marketing Science, 8 (Fall), 332–44.CrossRefGoogle Scholar
  9. Kim, Jae-On and Charles N. Muelller,Factor Analysis: Statistical Methods and Practical Issues, Beverly Hills, CA: Sage Publications, 1978.Google Scholar
  10. Kono, K., (1983) “Psychographic Profile of Generics Buyers”,1983 AMA Educators' Conference Proceedings, Chicago: American Marketing Association.Google Scholar
  11. — and M.D. Bernacchi, (1980) “Are Generic Products a Fad or a Long-Lasting Marketing Phenomenon? The Future of Generic Products”,1980 AMA Educator's Conference Proceedings, Chicago: American Marketing Association.Google Scholar
  12. Montgomery, David D., (1971) “Consumer Characteristics Associated with Dealing: An Empirical Example”,Journal of Marketing Research, vol. 8 (February), 118–21.CrossRefGoogle Scholar
  13. Murphy, P.E., and G.R. Laczniak, (1979) “Generic Supermarket Items: A Product and Consumer Analysis”,Journal of Retailing, 55 (Summer), 3–14.Google Scholar
  14. Nielson Company (1980),Coupon Distribution and Redemption Patterns, Clinton, Iowa.Google Scholar
  15. The New York Times and CBS News (1980),New York Times, CBS News Poll (April).Google Scholar
  16. Sales Marketing and Management: A Survey of Buying Power, July 27, 1982.Google Scholar
  17. Shama, Avraham (1978), “Management and the Consumer in an Era of Staglation”,Journal of Marketing, 42 (July), 43–52.CrossRefGoogle Scholar
  18. — (1981), “Coping with Stagflation: Voluntary Simplicity”,Journal of Marketing, 45 (Summer), 120–34.CrossRefGoogle Scholar
  19. Strang, R.A., B.F. Harris, and A.L. Hernandez, (1979) “Consumer Trial of Generic Products in Supermarkets: An Exploratory Study”,1979 AMA Educators' Conference Proceedings, Chicago; American Marketing Association.Google Scholar
  20. Teel, J.E., R.H. Williams and W.O. Beardon (1980) “Correlates of Consumer Susceptibility to Coupons in New Grocery Product Introductions”,Journal of Advertising, 9 (3), 31–35.Google Scholar
  21. Thorelli, Hans B., Helmit Becker and Jack Englewdow, (1975),The Information Seekers, Cambridge, MA: Bellinger Publishing Company.Google Scholar
  22. Uhl, J.N., (1982), “Cents-off Coupons: Boon or Boondoggel for Consumers?”Journal of Consumer Affairs, 16 (Summer), 161–65.Google Scholar
  23. Webster, F.E. Jr., “The Deal-Prone Consumer”, (1965)Journal of Marketing Research, 2 (May), 186–89.CrossRefGoogle Scholar

Copyright information

© Academy of Marketing Science 1985

Authors and Affiliations

  • Ken Kono
    • 1
  1. 1.Burroughs CorporationSt LouisUSA

Personalised recommendations