It may be a tough economy, but female shoppers are more apt to buy cheaper over-the-counter cough syrup to save money than to scrimp on food for Fido.

According to a new poll of female consumers to be featured in the November issue of ShopSmart, a publication from Consumer Reports, shoppers are opting for cheaper brands across many product categories, including over-the-counter medications, eggs and milk.

But they're more reluctant to switch to less-expensive pet food as well as cosmetics, personal-care items and toilet paper.

''People are trying to save money, but they are being selective about it,'' said Lisa Lee Freeman, editor-in-chief of ShopSmart.

The survey, based on a telephone poll of about 1,000 women conducted between June 26 and June 29, found that 68 percent of them were willing to switch to less-expensive brands of over-the-counter medications, while 67 percent said they would do the same for both eggs and milk.

But only 29 percent said they would change their brand of pet food. Only 30 percent said they would switch to lower-price labels of cosmetics, while 48 percent would do the same for personal-care items; 49 percent of women surveyed said they would be willing to trade to lower-price toilet paper.

The survey has a margin of error of plus or minus 3.2 percentage points.

Overall, 29 percent of respondents said they are buying more generic or store brands. In households with children, that figure is 37 percent.

The survey also found that when it comes to major appliances and electronics, female shoppers were less willing to pay for premium brands.

''They're shopping around,'' Freeman said. ``Brands are holding less sway over our pocketbooks.''

The survey found that only 18 percent of those polled said they always buy the same brand of electronics, while 23 percent said they always buy the same brand of major appliances.

That was much lower than the 48 percent for personal-care items and 32 percent for groceries and canned goods, she said.

Freeman said that shoppers are probably more willing to buy a less-expensive stereo or laundry machine than such items as tissues because of the opportunity to save a lot more money.

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