| Author: | Szymanski, D. M. Busch, P. S. |
| Title: | Identifying the generics-prone consumer : a meta-analysis. |
| Journal: | Journal of Marketing Research
1987 : NOV, VOL. 24:4, p. 425-431 |
| Index terms: | OWN-LABEL GOODS PRODUCT PREFERENCE CONSUMER CHOICE |
| Language: | eng |
| Abstract: | The authors conducted a meta-analyses of the generics literature. The meta-anlysis reveals the strongest predictors of a proneness to buy generic products are consumer perceptions of generics' quality and price and customers' overall evaluation of generic products. Demographic and psychografic variables and consumer shopping behaviours are related only weakly to consumers' proneness to buy generics. |
SCIMA