Name Brand or Store Brand?

At all major grocery stores today consumers have to pick and choose whether to buy name brand products or generic store brand products. i know the main factor that comes into play is budget but how else to do we choose between the two. since most of us are in college we tend to buy generic brands of food and cleaning products but that's about as far as we go. everything else we tend to prefer name brands especially with clothing because we think how we look is more important than most things (thats just our society in general). but with food we have to decipher between taste and price. People with more disposable income will tend to buy name brand products or they will tend to save money buying generic. Growing up with 2 older brothers i always had generic products in my household just because my mom had to save as much as she could, but everyone has different circumstances and many factors come into play when shopping at grocery stores.

what factors drive you to buy name brands or generic brands of food?