How Aldi has pushed Woolworths to risk its generic branding
Woolworths is set to replace its generic label with a more up-market packaging.
Marketing lecturer Dr Paul Harrison told Tom Elliott it will do so as a response to Aldi moving into the market.
But Dr Harrison said Woolworths is taking a risk.
Consumers tend to buy on habit, so breaking the habit could end up encouraging shoppers to look around.
‘It surprises me, when I talk to retailers, how little they understand about consumer psychology,’ he said.
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