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

  • Ken Kono
Article

Abstract

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.

Keywords

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.

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Copyright information

© Academy of Marketing Science 1985

Authors and Affiliations

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

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