Evaluation the effect of Generics-Prone Purchaser Demographics and Pcychographic Characteristics on Generics Purchase’s Decision-Making

Subject Areas : Futurology

B. Kheiry ¹ , M. Haji mohammad reza ²

1 - ندارد
2 - نویسنده مسئول یا طرف مکاتبه

Received: 2008-11-01 Accepted : 2009-01-07 Published : 2010-06-22

Keywords: Generic Products, National brands, Private brands, Demographic characteristics, Psychographic characteristics, None, low and high purchase levels,

Abstract :

In the history of the food business, few things have been as surprising or in some cases ascontroversial as the rapid proliferation of so-called generic products. The present study, have beendone in order to evaluate the effect of generics-Prone Purchaser Demographics and PcychographicCharacteristics on Generics Purchase’s Decision-Making. The present investigation of a relativelybroad spectrum of variables in connection with generics should serve to enlarge our understanding ofthis market. This study considers five types of segmentation variables: demographics, requirements forprice and quality, Requirements for brand, information seeking behavior, relevant behavioralcharacteristics. In addition to identify generic products Purchaser generally, generic purchase, haveconsidered at three level (none, low, high), toward to demographics and psychographic characteristics.Requirement information have been gathered by Descriptive-Correlational research and cluster, simpleRandom sampling of 265 people at Shahrvand chain store and Tehran grand market by using of validand reliable questionnaire. For testing hypothesis have been used of One-Sample T Test, Independent-Sample T Test, One-Way ANOVA and Univariate ANOVA, and have been analyzed through SPSS16software. The findings shows that price proneness, quality proneness, less brand loyalty, private( Vs.national) brand proneness, personal source usage, general change proneness, venturesomness,innovativeness and less perceived risk were determined to be positive influences on purchase ofgenerics .On the other hand, label readership, electronic and print media usage and approval ofadvertising were determined to be reverse influences on “high” generic purchaser group and finallypurchaser generics were characterized to be younger and married.