Abstract
Because generic grocery products are, by nature, standardized items, they present an opportunity to compare purchase behavior of households across territorial boundaries which in this case are the U.S. and the U.K. The research examines the relationship(s) between satisfaction and selected aspects of purchase behavior, and repurchase intention. The selected aspects of purchase behavior are concentration of purchases within commodity or non-commodity types of generic products and breath of experience with generics across product categories. The findings indicate that the relationship between satisfaction and repurchase intention is greatest when households increase their purchases of commodity type generics.
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