When Consumer Demographics Play a Vital Role: Brand Relationship Approach

Purpose: The purpose of this research is, to investigate the impact of consumer demographics on level of brand relationship.

Methodology: The authors performed a quantitative analysis by means of a survey using a judgmental sample technique. Independent t-test and one-way ANOVA were carried out to test directional hypotheses and to identify the impact of consumer demographics on their level of brand relationship.

Findings: Result of present study shows that the demographics (gender, income, age, level of education and marital status) affect the level of brand relationship. Study also shows the strength of brand relationship changes with regards consumer demographics.

Value: The study will provide base to the brand management academicians and practitioners to categories consumers on the basis of their brand relationship with consideration of consumers' demographic profile.