Generic brands - is it as simple as it seems to be? : A quantitative study investigating the differences between Swedish and Lithuanian students' perceptions of generic brands

Sammanfattning: Problem: Even though many types of research were conducted on generic brands, literature about Swedish and Lithuanian students on this perspective is almost nonexistent. Research questions: Which essential factors that shape the intention to purchase or not to purchase generic store brands differ between Lithuanian and Swedish students? What are the differences in the shopping behavior and perceptions of Swedish and Lithuanian students as consumers of generic brands? Does the packaging design highlight any differences between Lithuanian and Swedish students as consumers of generic brands? Methodology: We conducted an anonymous quantitative study. Lithuanian and Swedish students were the only respondents who were applicable for this research. All other respondents were filtered out. Conclusions: Lithuanians and Swedish students are somewhat similar in their intention to purchase generics. We noticed minor differences in their preferences for packaging. Furthermore, students differ in some aspects of shopping behavior and generic products preferences.