Generic product usage in Muncie : honors thesis [(HONRS 499)]

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Knipstein, Janell E.
Wallace, Joanna R.
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Thesis (B.?.)
Honors College
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The objectives of this study are three-fold. The first objective is to determine the awareness of the Muncie household to the generic product. The second objective is to determine the percentage of generic purchases in Muncie in relation to total average weekly grocery purchases. The third objective of this study is to determine the target market in Muncie for the generic product and this market's stability.The information for this study was gathered through a telephone survey concerning generic product usage in Muncie. The telephone numbers generated for use in this study were randomly generated by the computer. A total of 100 households were surveyed in order to convey a leading indication of generic product usage in Muncie. Telephone calls were conducted at all times of the day and a new number was selected after three unsuccessful calls were made during morning, afternoon, and evening hours. The following is a copy of the survey used in this study.