Description: 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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EAN: 9783658086718
UPC: 9783658086718
ISBN: 9783658086718
MPN: N/A
Book Title: Determinants of Private Label Attitude: Predicting
Item Length: 21 cm
Number of Pages: 143 Pages
Language: English
Publication Name: Determinants of Private Label Attitude: Predicting Consumers' Brand Preferences Using Psychographics
Publisher: Springer-Verlag Berlin and Heidelberg Gmbh & Co. Kg
Publication Year: 2015
Subject: Marketing, Business
Item Height: 210 mm
Item Weight: 2155 g
Type: Textbook
Author: Stefanie Weiss
Item Width: 148 mm
Format: Paperback
