AN EMPIRICALLY DERIVED TAXONOMY OF BRANDS

Martha R. McEnally and Jon M. Hawes

Journal of Food Distribution Research, 1984, vol. 15, issue 2, 7

Abstract: This paper reports the results of a study designed to determine how consumers "group" various products into categories. Specifically, it was determined that consumers clearly perceive two types of brands: (1) manufacturers' brands, and (2) distributors' brands. While manufacturers' brands were viewed as a distinct offering, consumers did not differentiate between private brands and generics.

Keywords: Consumer/Household; Economics (search for similar items in EconPapers)
Date: 1984
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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:27926

DOI: 10.22004/ag.econ.27926

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