Over the past five years, the price gap between name-brand cereals and less expensive store-brand cereals has become so wide that consumers have been switching increasingly to store brands despite the name brands' reputation for better quality
To attract these consumers back, several manufacturers of name-brand cereals plan to narrow the price gap between their cereals and store brands to less than what it was five years ago
Many consumers would never think of switching to store-brand cereals because they believe the name brand cereals to be of better quality.