Consumers' preferences for private and national brand food products

Show simple item record Wyma, Louise Van der Merwe, Daleen Bosman, Magdalena J.C. Erasmus, Alet C. (Aletta Catharina) Strydom, Herman Steyn, Faans 2012-09-19T06:51:21Z 2013-06-30T00:20:05Z 2012-07
dc.description.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. en_US
dc.description.sponsorship The National Research Foundation en_US
dc.description.uri en_US
dc.identifier.citation Wyma, L, Van der Merwe, D, Bosman, MJC, Erasmus, AC, Strydom, H & Steyn, F 2012, 'Consumers' preferences for private and national brand food products', International Journal of Consumer Studies, vol. 36, no. 4, pp. 432-439. en_US
dc.identifier.issn 1470-6423 (print)
dc.identifier.issn 1470-6431 (online)
dc.identifier.other 10.111/j.1470-6431.2011.01060.x
dc.language.iso en en_US
dc.publisher Wiley-Blackwell en_US
dc.rights © 2012 Blackwell Publishing Ltd. The definite version is available at en_US
dc.subject Consumers' food preferences en_US
dc.subject Food labelling en_US
dc.subject Private brand en_US
dc.subject Generic products en_US
dc.subject South African consumers en_US
dc.subject Branding en_US
dc.title Consumers' preferences for private and national brand food products en_US
dc.type Postprint Article en_US

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