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Age and gender affects on consumers' awareness and source of awareness for food-related private-label brands

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  • Kalogianni, Irini Tzimitra
  • Kamenidou, Irene
  • Priporas, Konstantinosvasilios
  • Tziakas, Vasilis

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.

Suggested Citation

  • Kalogianni, Irini Tzimitra & Kamenidou, Irene & Priporas, Konstantinosvasilios & Tziakas, Vasilis, 2002. "Age and gender affects on consumers' awareness and source of awareness for food-related private-label brands," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 3(1), pages 1-14, January.
    • Handle: RePEc:ags:aergaa:26428
    DOI: 10.22004/ag.econ.26428
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    File URL: https://ageconsearch.umn.edu/record/26428/files/03010023.pdf
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    References listed on IDEAS

    as
    1. 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.
    2. Chattopadhyay, Amitava & Alba, Joseph W, 1988. "The Situational Importance of Recall and Inference in Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(1), pages 1-12, June.
    3. Hoyer, Wayne D & Brown, Steven P, 1990. "Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 141-148, September.
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    Cited by:

    1. Samit CELA,, 2016. "The Attitudes And Purchase Intentions Towards Private Label Products, In The Context Of Economic Crisis: A Study Of Thessalonian Consumers," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 5(Special I), pages 1-10, august.

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