Sophisticated Shoppers Favor Generics: Chicago Booth Research

Sophisticated shoppers — such as a doctor or pharmacist in a drugstore or, in a grocery store, a chef — are far less likely than other consumers to select branded items, according to researchers from Chicago Booth, the graduate business school at the University of Chicago.

They know this because, according to the above minidocumentary produced by Booth, most of our retail purchases, whether at supermarkets, warehouse clubs, local groceries or drugstores, are being recorded. And, through a partnership between consumer-data company Nielsen and Booth, the resulting data, long of interest to marketers, are coming into wider use among academic researchers.

Among the findings so far teased out of consumer data by Booth faculty:

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