Consumers choice of private brands reflects distinct differences in terms of product categories, and indications are that demographic and psychographic factors are also influential in terms of the sales of private vs. national brand foods. This study investigated the relationship between selected demographic and psychographic variables and consumers' brand preferences for selected food products in a South African context. Findings revealed that consumers' choice of private brands is probably associated with the product category. This study concluded that brand preference depends on specific demographics for each IT company’s product. Brand preference research therefore seems to be product and region specific and related to specific demographic variables.