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GMA Survey: Consumers Find Brand Names Tops in Quality, Value

WASHINGTON --The Grocery Manufacturers of America says consumers give top ratings to name brand food and nonfood goods for the quality and value they offer.

In a GMA-sponsored poll, when asked to describe the quality of national-brand products, 83 percent of consumers rated nonfood consumer products such as household and personal care items as either excellent or good. The survey, which was conducted in December 2004 Peter D. Hart Research Associates, Inc., showed a six-point increase in consumer ratings for the quality of nonfood items since 1998.

Branded food products performed equally well, with 82 percent of respondents ranking them as excellent or good in quality.

National brands of home electronic equipment and clothing came in third and fourth, with "excellent or good" ratings at 79 percent and 75 percent, respectively.

Forty-three percent of those polled who ranked branded food products as a good buy, second only to the home electronic brands, which 47 percent of respondents deemed a good buy. Forty-one percent rated nonfood consumer products the same way.

"Consumers today are looking for items that make household chores less burdensome and make it easier to put a nutritious meal on the table," said GMA e.v.p. Mark Baum in a statement. "Our member companies recognize these requirements and invest in the development and marketing of products that meet demands for convenience, quality, and value."

Asked whether consumer attitudes about private label goods were also solicited, GMA spokeswoman Stephanie Childs said the survey didn't address private labels because "GMA represents only branded companies, and that's our focus."

From Dec. 27 to Dec. 29, 2004, the survey polled 806 respondents who are the primary grocery shoppers in their households. The margin of error for the survey is plus or minus 3.5 percentage points.
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