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.
KeywordsSugar Europe Income Marketing Social Stratification
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