Demographic effects on consumers' awareness and source of awareness for private-label brands

This paper presents the findings of a research regarding the effect of demographic factors on 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 of awareness being advertisement leaflets and store shopping situations. Age and gender affects were tested for awareness, source of awareness and recall of private lobe/ store carrying food-related private-label brands. Results revealed that gender affects brand awareness and source of awareness, while age affects recall of the supermarket. Implications of the
research findings in marketing and retailing ore also discussed for helping marketing mangers.