TY - GEN
T1 - Psychographic Traits Influencing Private Label Proneness in the Product’s Life Cycle Growth Stage
AU - Gendel-Guterman, Hanna
AU - Lampert, Shlomo
N1 - Publisher Copyright:
© 2016, Springer International Publishing Switzerland.
PY - 2016
Y1 - 2016
N2 - The share of PL in various markets differs according to PL relative positioning and its stage in the brand life cycle. This research explores factors influencing the proneness of buying a PL product during its growth stage. Marketers in this stage prefer using price and in-store promotion, while neglecting brand advertising. This paper proposes a conceptual framework for PL proneness that integrates psychographic traits—advertising lover, leaner on extrinsic cues, and early adopter, with variables of PL image and familiarity. This model has been empirically tested. Data were collected through a survey of 914 adult grocery store shoppers. The study employs a factor analysis method following path analysis using structural equation modeling (SEM). The results show the significance of creating a strong and sustainable PL brand through advertising. They also indicate the importance of approaching early adopters. Practical implications: Marketers are advised to change their budget and allocate more to advertising their PL brand, along with their in-store promotions. They should also use advanced tools like data mining to identify potential customers according to their psychographic traits.
AB - The share of PL in various markets differs according to PL relative positioning and its stage in the brand life cycle. This research explores factors influencing the proneness of buying a PL product during its growth stage. Marketers in this stage prefer using price and in-store promotion, while neglecting brand advertising. This paper proposes a conceptual framework for PL proneness that integrates psychographic traits—advertising lover, leaner on extrinsic cues, and early adopter, with variables of PL image and familiarity. This model has been empirically tested. Data were collected through a survey of 914 adult grocery store shoppers. The study employs a factor analysis method following path analysis using structural equation modeling (SEM). The results show the significance of creating a strong and sustainable PL brand through advertising. They also indicate the importance of approaching early adopters. Practical implications: Marketers are advised to change their budget and allocate more to advertising their PL brand, along with their in-store promotions. They should also use advanced tools like data mining to identify potential customers according to their psychographic traits.
KW - Adoption
KW - Advertising
KW - Brand image
KW - Brand life cycle
KW - Private label
UR - http://www.scopus.com/inward/record.url?scp=85125406786&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-39946-1_4
DO - 10.1007/978-3-319-39946-1_4
M3 - ???researchoutput.researchoutputtypes.contributiontobookanthology.conference???
AN - SCOPUS:85125406786
SN - 9783319399454
T3 - Springer Proceedings in Business and Economics
SP - 35
EP - 45
BT - Advances in National Brand and Private Label Marketing - 3rd International Conference, 2016
A2 - Martínez-López, Francisco J.
A2 - Martínez-López, Francisco J.
A2 - Gázquez-Abad, Juan Carlos
A2 - Gijsbrecht, Els
PB - Springer Science and Business Media B.V.
T2 - 3rd International Conference on Research on National Brand and Private Label Marketing, NB and PL 2016
Y2 - 29 June 2016 through 1 July 2016
ER -