Influence of Demographics on Hypermarket Brand Extension Products

Hasliza Hassan, Muhammad Sabbir Rahman, Abu Bakar Sade
  • Advanced Science Letters, July 2018, American Scientific Publishers
  • DOI: 10.1166/asl.2018.11242

Influence of Demographics on Hypermarket Brand Extension Products

What is it about?

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.

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http://dx.doi.org/10.1166/asl.2018.11242

The following have contributed to this page: Hasliza Hassan