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Determinants of Private Label Attitude

Predicting Consumers’ Brand Preferences Using Psychographics

  • Stefanie Weiß

Part of the BestMasters book series (BEST)

Table of contents

  1. Front Matter
    Pages I-XV
  2. Stefanie Weiß
    Pages 1-10
  3. Stefanie Weiß
    Pages 11-45
  4. Stefanie Weiß
    Pages 47-66
  5. Stefanie Weiß
    Pages 67-79
  6. Stefanie Weiß
    Pages 81-101
  7. Back Matter
    Pages 103-143

About this book

Introduction

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.

Keywords

Consumer behaviour Demographics German and Austrian consumer Grocery retail Psychographics

Authors and affiliations

  • Stefanie Weiß
    • 1
  1. 1.Krems a.d. DonauAustria

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-658-08672-5
  • Copyright Information Springer Fachmedien Wiesbaden 2015
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Economics
  • Print ISBN 978-3-658-08671-8
  • Online ISBN 978-3-658-08672-5
  • Buy this book on publisher's site
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods