The concept of Country of Origin (COO) has been used by many researchers in order to study the context of purchasing products made in the home country vis-a-vis products that are available globally. The concept of COO is viewed as an important cue which would impact consumer decision-making...

Private labels or store brands have become a major force to reckon with in grocery products.They account for over one-fifth of total volume sales in the United States and are growing faster than national brands. Generally, prices of national brands are higher than store brand prices. Therefore,...

National brands in grocery products are traditionally viewed as higher-quality, higher-priced, image-oriented brands while store brands are viewed as lower-quality, lower-priced, value-oriented brands. This traditional view suggests that national brands are less own price elastic, more promotion...