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Research Paper | Management | Volume 4 Issue 10, October 2015 | Pages: 2093 - 2096 | Zimbabwe
The Relationship between Gender, Product Category and the Constructs of Private Label Brand Perception in Zimbabwe
Abstract: A study was conducted to investigate the effect of gender and product category on the constructs of private label brand perception namely, perceived risk and quality. We hypothesized that gender had a significant relationship with private label brand perception and that the direction of the relationship differed depending on the construct in question. Data on private label brand perception was collected using a survey questionnaire from 43 respondents in Harare and Bulawayo. Information collected covered two product categories (tissue and rice). Simple linear regression was used to analyse data. The study generally illustrated that private label brand general perception, quality and value are lower for women compared to men and the perceived risk is higher, this was observed for both tissue and rice. While the trend for both product categories was similar in that women had a more negative perception towards private label brands the relationship was statistically significant for tissue and was not significant for rice. The specific construct which significantly varied in this regard was private label brand quality perception (p
Keywords: Gender, Product category, Private label brand perception
How to Cite?: Sarah Nyengerai, "The Relationship between Gender, Product Category and the Constructs of Private Label Brand Perception in Zimbabwe", Volume 4 Issue 10, October 2015, International Journal of Science and Research (IJSR), Pages: 2093-2096, https://www.ijsr.net/getabstract.php?paperid=SUB159064, DOI: https://dx.doi.org/10.21275/SUB159064