Determinants of Private Label Attitude: Predicting Consumers' Brand Preferences Using Psychographics by Stefanie WeiDeterminants of Private Label Attitude: Predicting Consumers' Brand Preferences Using Psychographics by Stefanie Wei

Determinants of Private Label Attitude: Predicting Consumers' Brand Preferences Using Psychographics

byStefanie Wei

Paperback | March 10, 2015

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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.
Stefanie Weiß has earned a Master's degree in Marketing and Branding at the IMC Krems in Austria.
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Title:Determinants of Private Label Attitude: Predicting Consumers' Brand Preferences Using PsychographicsFormat:PaperbackDimensions:143 pages, 21 × 14.8 × 0.01 inPublished:March 10, 2015Publisher:Springer-Verlag/Sci-Tech/TradeLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3658086718

ISBN - 13:9783658086718

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Table of Contents

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