Age and gender affects on consumers' awareness and source of awareness for food-related private-label brands
This article presents the findings of a research regarding consumers' awareness and source of awareness for food-related private-label brands. Results of the field research indicate that the majority of the consumers are aware of private- label brands, with main source being store shopping and the supermarkets' price advertising leaflets. Age and gender affects were tested for awareness, source of awareness and recall of supermarket practising food-related private-label brands. Results revealed that gender affects brand awareness and source of awareness, while age affects recall of the supermarket. Marketing and retailing implications are discussed for a better communication approach and future purchasing of these brands, as regard consumers.
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- Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
- J. A. Kregel, 1980. "Introduction," Journal of Post Keynesian Economics, M.E. Sharpe, Inc., vol. 3(1), pages 19-20, October.
- Chattopadhyay, Amitava & Alba, Joseph W, 1988. " The Situational Importance of Recall and Inference in Consumer Decision Making," Journal of Consumer Research, Oxford University Press, vol. 15(1), pages 1-12, June.
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