AN EMPIRICALLY DERIVED TAXONOMY OF BRANDS

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.


Issue Date:
1984-06
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/27926
Published in:
Journal of Food Distribution Research, Volume 15, Number 2
Page range:
3-9
Total Pages:
7




 Record created 2017-04-01, last modified 2017-04-04

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