By Stefanie Weiß
Various psychographic characteristics that almost all without delay effect shoppers’ deepest label attitudes are the focus of Stefanie Weiss’ research. the writer develops a finished profile of psychographic predictors of perspective and identifies methods of translating those insights into managerial perform. Her conclusions thereby strongly give a contribution to figuring out and describing dealers of personal labels and will be meaningfully utilized to the administration parts of name positioning and marketplace segmentation. The hypothesized relationships among shoppers’ inner most label angle and numerous psychographic features are established on a pattern of German and Austrian shoppers utilizing a web questionnaire. Their reaction facts are then analyzed utilizing the a number of regression technique.
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Extra resources for Determinants of Private Label Attitude: Predicting Consumers’ Brand Preferences Using Psychographics
205-206). Any type of risk can be measured along the same dimensions that determine the impact of a risk: the likelihood of its occurrence, and the gravity of the consequences in case it does occur (Bettman, 1975¸Manikandan, 2012, p. , 1986, p. 206). Liljander et al. (2009, p. 21), like many other authors, argue that perceived risk is specific to the product, meaning that different types of products in different product categories possess different levels of inherent risk. As a logical consequence this would imply that any particular, given product would be perceived similarly risky by different consumers.
21), like many other authors, argue that perceived risk is specific to the product, meaning that different types of products in different product categories possess different levels of inherent risk. As a logical consequence this would imply that any particular, given product would be perceived similarly risky by different consumers. e. depending on the personality and characteristics of the person that buys them. Despite impressive growth rates of private label brands in the last decades, their growth rates have been stronger in some product categories than in others (Hoch, & Banerji, 1993, as cited in Batra, & Sinha, 2000, p.
That consumers’ negative attitudes towards private label brands are mainly a result of their reliance on extrinsic product cues. Vice versa this implies that those consumers who pay more attention to intrinsic cues of product quality have more positive attitudes towards private label brands. , 1996, p. 161) – private labels are at 38 Literature analysis least equal in quality terms to national brands, if not superior. Following this logic, consumers who rely more on a product’s intrinsic cues are aware of this quality similarity, whereas those who evaluate extrinsic cues more strongly perceived greater quality differences.
Determinants of Private Label Attitude: Predicting Consumers’ Brand Preferences Using Psychographics by Stefanie Weiß