2015 | OriginalPaper | Buchkapitel
Perceptions and Behavior of Minority Consumers Toward Generic Consumer Products
verfasst von : Bhagaban Panigrahi, Jon C. Stuart
Erschienen in: Minority Marketing: Issues and Prospects
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This study reports the findings of a survey of ethnic consumers’ perceptions toward no brand (i. e., generic brand) consumer products. Regarding the perceptions of generic’s compared to manufacturer’s brand, the data revealed that generics are viewed as moderately different with respect to various brand attributes. Implications from these findings are drawn for manufacturers and retailers.