A study explored the differences in consumer perceptions of product attributes for national brand and generic grocery products as they related to the frequency of generic purchases. It was hypothesized that consumers perceive national brands more favorably than they do generics, but that the more frequently they purchase generics, the more favorable their perceptions of generics become. Data were collected from a telephone survey of 205 households in an eastern United States community. Items used to measure consumer perceptions were based on a 10-point rating scale, and included attributes such as label information, taste, nutritional value, and variety of choice. The results indicated that generics were equally popular among most demographic groups with regard to perceptions or purchase frequency and that generics were rated less favorably than national brands in all attributes except price. Almost half the respondents purchased generics occasionally, with the remainder evenly split between those who never purchase generics and those who buy them regularly. Findings also showed that the more frequently consumers purchased generics, the more favorably they perceived both the price, taste, and other attributes of generics and the overall quality of generics relative to national brands. The results suggested that price is not the only attribute consumers consider when evaluating generic products. (HTH)