Abstract:
Consumers’ choice of private brands reflects distinct differences in terms of product
categories, and indications are that demographic and psychographic factors are also influential
in terms of the sales of private vs. national brand foods. This study investigated the
relationship between selected demographic and psychographic variables and consumers’
brand preferences for selected food products in a South African context. A mall intercept,
interviewer-administered questionnaire was used to collect data (n = 620) in an urban area
at prominent supermarkets. Findings revealed that consumers’ choice of private brands is
probably associated with the product category. Although the present study could not expose
significant relationships with psychographics for different grocery products, certain demographic
factors seem noteworthy. Home language and education level seemed to be more
significant indicators of brand preference, which suggests that consumers’ ability to interpret
label information may be influential. This study concluded that brand preference
depends on specific demographics for each product, and that psychographic factors were
not significant in terms of product choice. Brand preference research therefore seems to be
product and region specific and related to specific demographic variables.
