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Determinants of private label attitude : predicting consumers brand preferences using psychographics

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Various psychographic traits that most directly influence consumers? private label attitudes are the focal point of Stefanie Weiss? investigation. The author develops a comprehensive profile of psychographic predictors of attitude and identifies ways of translating these insights into managerial practice. Her conclusions thereby strongly contribute to understanding and describing purchasers of private labels and can be meaningfully applied to the management areas of brand positioning and market segmentation. The hypothesized relationships between consumers? private label attitude and various psychographic traits are tested on a sample of German and Austrian consumers using an online questionnaire. Their response data are then analyzed using the multiple regression technique. Contents Attitudes as Predictors of Intention Demographics and their Limitations The Predictive Power of Psychographics Managerial Implications Target Groups Teachers and students of economics with the focus on marketing and brand management Executives and consultants in the field of marketing, brand management, retailing and market research The Author Stefanie Weiß has earned a Master?s degree in Marketing and Branding at the IMC Krems in Austria

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Series Title

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Call Number

650

Publisher

Wiesbaden : Springer., 2015

Collation

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Language

English

ISBN/ISSN

9783658086725

Classification

650

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Media Type

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Carrier Type

online resource

Edition

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Subject(s)

Business & Economics

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Statement of Responsibility

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Cataloger

Kurnadi

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