Brand awareness for edible oil among consumers in Tirana – Albania


1Agricultural University of Tirana, Faculty of Economy and Agribusiness

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Nowadays, it is quite important that business companies understand brand awareness and consumer profile their products and services. They can take advantage of this information to properly adapt their marketing strategies to the needs of their targeted markets and segments. This research paper aims at measuring brand awareness and consumer profile for different types of edible oil (vegetal, maize, soybeans, olive oil) used by consumers in Tirana. Through a set of face to face questionnaires it is revealed that those in charge of purchases in the household are not so much aware on oil brands available in Tirana market. Unaided awareness questions captured only two brands in the consumers’ mindset. The rest of the brands available in the market had much lower awareness level even provided by aided questions. The same is true for perceived quality. Consumers give high evaluation scores to the most known brands rather than the other ones. On the other hand, consumers’ profile for different types of edible oil differs based on some specific socio – economic variables.

Keywords: Brand awareness; Albania’s edible oil brands; consumer profile.

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