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

Tzimitra-Kalogianni, Irini and Kamenidou, Irene and Priporas, Constantinos-Vasilios and Tziakas, Vasilis (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. ISSN 1109-2580

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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.

Item Type:Article
Research Areas:Middlesex University Schools and Centres > Business School > International Management and Innovation
Middlesex University Schools and Centres > Business School > International Management and Innovation > Strategic Marketing, Consumer Behaviour and Branding/Identity group
ID Code:9419
Deposited On:25 Oct 2012 06:39
Last Modified:21 Nov 2014 16:44

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