STUDY CALLS FOR STORE, NATIONAL BRAND MIX

TAMPA, Fla. -- Store brands give supermarkets an overall sense of variety, although they don't meet the needs of all consumers, a shopper study revealed. There's room for both national brands and store brands, but creating the right mix requires category-by-category analysis of customers' perceptions and buying patterns.Those are some of the results of a consumer study commissioned by the Food Marketing

TAMPA, Fla. -- Store brands give supermarkets an overall sense of variety, although they don't meet the needs of all consumers, a shopper study revealed. There's room for both national brands and store brands, but creating the right mix requires category-by-category analysis of customers' perceptions and buying patterns.

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