Determinants of Private Label Attitude: Predicting Consumers’ Brand Preferences Using Psychographics (BestMasters)

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. Contents Attitudes as Predictors of Intention Demographics and their Limitations The Predictive Power of Psychographics Managerial Implications Target Groups Teachers and students of economics with the focus on marketing and brand management Executives and consultants in the field of marketing, brand management, retailing and market research The Author Stefanie Weiß has earned a Master?s degree in Marketing and Branding at the IMC Krems in Austria Preface 6 IMC Fachhochschule Krems Institutsprofil 7 Abstract 8 Table of contents 9 List of figures 12 List of tables 13 1 Introduction 14 1.1 Background situation 14 1.2 Problem statement 16 1.3 Research questions 18 1.4 Research objectives 20 1.5 Practical relevance and application 21 1.6 Scope and limitations 22 1.7 Thesis outline 23 2 Literature analysis 24 2.1 Theoretical preamble 24 2.1.1 Definition of terms 24 2.1.2 Underlying theories 26 2.1.3 Fundamental assumptions 28 2.1.4 Attitudes as predictors of intention 29 2.2 A critical assessment of the history of PLB research 30 2.2.1 Identifying relevant literature 30 2.2.2 The consumer-focused perspective 31 2.2.3 Past and current academic approaches 32 2.2.4 Shortcomings of previous research 33 2.3 Demographics and their limitations 35 2.3.1 Income 36 2.3.2 Education 37 2.3.3 Gender 38 2.3.4 Household size 38 2.3.5 Lack of consistent results 38 2.4 The predictive power of psychographics 40 2.4.1 Price and value consciousness 43 2.4.2 Extrinsic and intrinsic cue reliance 46 2.4.3 Smart-shopper self-perception 51 2.4.4 Risk perceptions 54 2.5 Chapter summary 56 3 Methodology 59 3.1 Conceptual framework 59 3.1.1 Research and null hypotheses 59 3.1.2 Dependent, independent, and control variables 61 3.1.3 Summarized model framework 62 3.1.4 Conceptual and operational definition of constructs 63 3.2 Selecting a statistical technique 64 3.2.1 Multiple regression as method of choice 65 3.2.2 Evaluation of alternative statistical tools 66 3.3 Sampling 67 3.3.1 Defining the population 67 3.3.2 Sample size 67 3.3.3 Sampling procedure 68 3.4 Questionnaire design 69 3.4.1 Structure and content of the questionnaire 70 3.4.2 Measures to increase response accuracy 71 3.5 Pre-test 72 3.5.1 Goals and procedures 72 3.5.2 Reliability analysis of construct items 73 3.6 Sources of validity of reliability 75 3.7 Chapter summary 76 4 Data analysis and results 79 4.1 Respondent profile 79 4.2 Results of the multiple regression analysis 81 4.2.1 SPSS settings 81 4.2.2 Basic descriptive 81 4.2.3 Assessing model fit 82 4.2.4 Specifying model parameters 83 4.2.5 Multicollinearity 85 4.3 Eliminating bias 85 4.3.1 Outliers 85 4.3.2 Violations of assumptions 86 4.4 Checking for moderator variables 88 4.5 Chapter summary 89 5 Discussion 92 5.1 Antecedents related to price and quality 92 5.2 Antecedents related to extrinsic and intrinsic cue reliance 94 5.3 Antecedents related to consumers’ self-perception 97 5.4 Antecedents related to risk perceptions 98 5.5 Demographic variables 100 5.6 Control variables 101 5.7 Managerial implications 103 5.7.1 Implications for retailers 103 5.7.2 Implications for manufacturers 105 5.8 Limitations and suggestions for future research 107 5.9 Summary and conclusion 110 Bibliography 113 Annex 122 Various psychographic traits that most directly influence consumersĺl private label attitudes are the focal point of Stefanie Weissĺl 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 consumersĺl 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. ℗lContents Attitudes as Predictors of Intention Demographics and their Limitations The Predictive Power of Psychographics Managerial Implications ℗lTarget Groups Teachers and students of economics with the focus on marketing and brand management Executives and consultants in the field of marketing, brand management, retailing and market research ℗lThe Author Stefanie Wei©l has earned a Masterĺls degree in Marketing and Branding at the IMC Krems in Austria Front Matter....Pages I-XV Introduction....Pages 1-10 Literature analysis....Pages 11-45 Methodology....Pages 47-66 Data analysis and results....Pages 67-79 Discussion....Pages 81-101 Back Matter....Pages 103-143