Determinants of Private Label Attitude
Predicting Consumers’ Brand Preferences Using Psychographics
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Description
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.
Author Biography:
Stefanie Weiß has earned a Master’s degree in Marketing and Branding at the IMC Krems in Austria.
Release date Australia
March 10th, 2015
Author
Audience
- Professional & Vocational
Illustrations
4 Illustrations, black and white; XV, 143 p. 4 illus.
Pages
143
Series
Dimensions
148x210x9
ISBN-13
9783658086718
Product ID
23493086
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