Generic Brands in Swedish Supermarkets : A study in Jönköpings Län

Sammanfattning: Generic brands have been part of the society for more than 30 years. The consumers of these brands have changed through the years and so have their reasons to buy them. Some questions can be raised: are generic brands perceived as low quality brands? Are low in-come people the consumers of generic brands? There-fore, this study is aimed to discover the factors that in-fluence consumer decisions on purchasing generic brands along with consumer characteristics based on the Swedish supermarkets in Jönköpings Län.