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2015 | Book

Introduction Read chapter Read first chapter

Determinants of Private Label Attitude

Predicting Consumers’ Brand Preferences Using Psychographics

Author: Stefanie Weiß

Publisher: Springer Fachmedien Wiesbaden

Book Series : BestMasters

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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About this book

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.

Table of Contents

Frontmatter
1. Introduction
Abstract
The aim of this chapter is to provide an introductory overview of the background situation concerning private label brands and to describe the problem statement with which this thesis is concerned, based on which the research questions are then developed. After outlining the primary objectives of the research to be conducted, its practical relevance and applicability to real management situations are illustrated. A limitation of the thematic scope and an outline of the remainder of the thesis finally close this chapter.
Stefanie Weiß
2. Literature analysis
Abstract
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.
Stefanie Weiß
3. Methodology
Abstract
This chapter is concerned with presenting the methodological approach to answering the research questions. After introducing the conceptual framework and the hypothesized relationships between the variables to be investigated, multiple regression as the method of choice will be explained briefly, followed by a detailed description of the sampling procedure and questionnaire design. To close with, the procedure and results of the pre-test will be outlined together with some general remarks on data validity and reliability.
Stefanie Weiß
4. Data analysis and results
Abstract
Chapter 4 introduces the results of the data analysis using the multiple regression technique, starting with a general description of respondents’ demographic profiles, followed by the key results and SPSS output of the analysis. Checking for outliers and a possible violation of assumptions is intended to account for any potential biases resulting from methodological deficiencies. Lastly, the potential influence of extraneous and moderator variables on consumers’ attitudes towards private label brands is analyzed.
Stefanie Weiß
5. Discussion
Abstract
This final chapter 5 will interpret and discuss the findings generated in the previous chapter and thereby provide answers to all four research questions. Also the managerial implications for both manufacturers and retailers will be discussed together with a description of this thesis’ major limitations and suggestions for future research. A general conclusion then closes this chapter.
Stefanie Weiß
Backmatter
Metadata
Title
Determinants of Private Label Attitude
Author
Stefanie Weiß
Copyright Year
2015
Electronic ISBN
978-3-658-08672-5
Print ISBN
978-3-658-08671-8
DOI
https://doi.org/10.1007/978-3-658-08672-5