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.
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 |
Publication process dates | |
Deposited | 25 Oct 2012 |
Output status | Published |
Web address (URL) | http://www.eng.auth.gr/mattas/3_1.htm |
Language | English |
https://repository.mdx.ac.uk/item/83vvq
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