Influence of Demographics on Hypermarket Brand Extension Products


Hassan, Hasliza and Sade, Abu Bakar and Rahman, Muhammad Sabbir (2018) Influence of Demographics on Hypermarket Brand Extension Products. Advanced Science Letters, 24 (7). 4954-4957(4). ISSN 1936-6612

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The majority of hypermarket retailers are competing to grab more consumers through the brand extension of products. Hence, an understanding of the demographics of the society will assist in strategizing the market. This research focuses on gender, age, occupation, household monthly income and the number of household members in respect of demographics. The findings are based on quantitative analysis in which categorical data were used to determine how far the demographics influence the acceptance of hypermarket brand extension products through cross-tabulation analysis. Based on the analysis, less than half of the purchasing decisions in hypermarket brand extension products are influenced by the demographics of the consumers. This is probably because the majority of consumers, irrespective of demographic background, purchase hypermarket brand extension products. The findings from this research analysis have proven that hypermarkets are versatile household retailers that are able to cater to the needs of society regardless of demographic background.

Item Type: Article
Uncontrolled Keywords: Hypermarket,brand, brand extension, demographics, , product
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5460-5469.5 Department stores. Mail order business. Supermarkets. Convenience stores
Divisions: Faculty of Management (FOM)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 20 Mar 2021 19:23
Last Modified: 20 Mar 2021 19:23


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