Determinants of Private Label Attitude (häftad)
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Format
Häftad (Paperback / softback)
Språk
Engelska
Antal sidor
143
Utgivningsdatum
2015-03-10
Upplaga
2015 ed.
Förlag
Springer Gabler
Illustratör/Fotograf
10 schwarz-weiße Tabellen 4 schwarz-weiße Abbildungen Bibliographie
Illustrationer
4 Illustrations, black and white; XV, 143 p. 4 illus.
Dimensioner
210 x 148 x 9 mm
Vikt
218 g
Antal komponenter
1
Komponenter
1 Paperback / softback
ISBN
9783658086718

Determinants of Private Label Attitude

Predicting Consumers Brand Preferences Using Psychographics

av Stefanie Wei
Häftad,  Engelska, 2015-03-10
760
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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.
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Övrig information

Stefanie Wei has earned a Masters degree in Marketing and Branding at the IMC Krems in Austria.

Innehållsförteckning

Attitudes as Predictors of Intention.- Demographics and their Limitations.- The Predictive Power of Psychographics.- Managerial Implications.

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