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Influence of Demographics on Hypermarket Brand Extension Products

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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.
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Keywords: Brand; Brand Extension; Demographics; Hypermarket; Product

Document Type: Research Article

Affiliations: 1: Faculty of Management, Multimedia University, Persiaran Multimedia, 63100 Cyberjaya, Selangor, Malaysia 2: Department of Marketing and International Business, North South University, Bashundhara, Dhaka-1229, Bangladesh 3: Faculty of Business and Information Science, UCSI University, Cheras, 56000 Kuala Lumpur, Malaysia

Publication date: July 1, 2018

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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