Identifying the Generics-Prone Consumer: A Meta-Analysis

The authors conducted a meta-analysis of the generics literature. The meta-analysis reveals the strongest predictors of a proneness to buy generic products are consumer perceptions of generics' quality and price and consumers' overall evaluation of generic products. Demographic and psychog...

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Bibliographic Details
Published inJournal of marketing research Vol. 24; no. 4; pp. 425 - 431
Main Authors Szymanski, David M., Busch, Paul S.
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.11.1987
SAGE PUBLICATIONS, INC
Subjects
Brand loyalty
Consumer behavior
Correlations
Demography
Generic
Generic drugs
Generic products
Marketing
Meta analysis
Multivariate analysis
Products
Purchasing
Research Notes and Communications
Retail stores
Shopping
Statistical significance
Statistical variance
Systematic review
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Summary:The authors conducted a meta-analysis of the generics literature. The meta-analysis reveals the strongest predictors of a proneness to buy generic products are consumer perceptions of generics' quality and price and consumers' overall evaluation of generic products. Demographic and psychographic variables and consumer shopping behaviors are related only weakly to consumers' proneness to buy generics.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224378702400411