Tzimitra-Kalogianni, I.; Kamenidou, I.; Priporas, C.; Tziakas, V.

Age and gender effects on consumers’ awareness and source of awareness for food related private label brands

Article

Tzimitra-Kalogianni, I., Kamenidou, I., Priporas, C. and Tziakas, V. 2002. Age and gender effects on consumers’ awareness and source of awareness for food related private label brands. Agricultural Economics Review. 3 (1), pp. 23-36.

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Type	Article
Title	Age and gender effects on consumers’ awareness and source of awareness for food related private label brands
Authors	Tzimitra-Kalogianni, I., Kamenidou, I., Priporas, C. and Tziakas, V.
Abstract	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.
Research Group	Strategic Marketing, Consumer Behaviour and Branding/Identity group
Publisher	Greek Association of Agricultural Economists
Journal	Agricultural Economics Review
ISSN	1109-2580
Deposited	25 Oct 2012
Output status	Published
Web address (URL)	http://www.eng.auth.gr/mattas/3_1.htm
Language	English

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