Empirical Research on Brand Awarness in Grocery Retailing
Empirical Research on Brand Awarness in Grocery Retailing

Summary/Abstract: By developing awareness on the target market, i.e. in consumers’ minds, companies can pursuit a proper market development strategy, reach a certain position on the market, become well-known and being taken at a certain moment when consumers make buying decisions. Along with sympathy, trust, image, satisfaction or loyalty, brand awareness becomes a main vector that has a crucial role to outline brand equity. Companies can measure brand awareness through regular research and see how consumers perceive them. The current paper focuses in the first instance on describing brand awareness dimensions and, secondly, on offering a suitable instrument capable of measuring awareness at retailers. A research conducted on more than 6.000 consumers shows a significant awareness of the analyzed retailers present for a longer time on the market. Finally the article suggests several measures that are meant to contribute to successfully implement strategies to increase brand awareness.

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