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AMERICAN JOURNAL OF MANAGEMENT

Demographic Variables Affect Branded Product in Retail Market

Author(s): S. Franklin John, S. Senith

Citation: S. Franklin John, S. Senith, (2013) "Demographic Variables Affect Branded Product in Retail Market," American Journal of Management, Vol. 13, Iss. 1, pp. 121 - 130

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This study was designed to investigate the influence of demographic variables and different dimensions of

milk brand. From the careful investigation of the literature survey we found out that there is an influence

of demography of the sample on the purchase of the branded milk in retail market. We intend to study the

influence of demography variables on purchase of branded milk in the retail market in Tamil Nadu. For

this study, we prepared a questionnaire and it was distributed to 500 consumers who are all using

branded milk. Out of the 500 consumers contacted, 325 questionnaires were returned with required

coverage and details. The participants completed the two sets of self-reported questionnaires, including

background characteristics and the variables chosen for this study in order to measure the influence of

branded milk; Salience, Performance, Imagery, Judgment, Feelings and Resonance. The collected data

were computed and analyzed uing a one-way analysis of variance. The findings of the study were

generalized as follows: statistically insignificant differences were found in the marital status and the

different brand dimensions like Salience, Performance, Imagery, Judgment, Feelings and Resonance.

Also there was a statistically significant difference in the dimensions of Imagery, Feelings and

respondents occupation.