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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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