Literature analysis

Part of the BestMasters book series (BEST)


To answer the research questions outlined in chapter 1, chapter 2 is concerned with identifying psychographic antecedents with a potential influence on consumers’ attitudes towards private label brands. After introducing the definitions of central terms and underlying theories, a critical assessment of available literature is followed by a discussion about the shortcomings of demographics in predicting PLB attitude as well as the reasons for selecting psychographics as the antecedents of choice.


Sugar Europe Income Marketing Social Stratification 


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Copyright information

© Springer Fachmedien Wiesbaden 2015

Authors and Affiliations

  1. 1.Krems a.d. DonauAustria

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