Determinants of Private Brand Attitude

Differences in price and promotional elasticity are potentially the most useful criteria for market segment identification of low cost consumer goods. This article presents an approach to segment identification using private brand attitudes. Various possible determinants are tested on data from a field study of females’ attitudes toward private brands.

[1]  R. Cole.  Manufacturer and distributor brands : some facts and issues , 1955 .

[2]  Wendell R. Smith.  Product Differentiation and Market Segmentation as Alternative Marketing Strategies , 1956 .

[3]  D. Campbell,et al.  Convergent and discriminant validation by the multitrait-multimethod matrix. , 1959, Psychological bulletin.

[4]  J. Shaffer,et al.  Differences in Food Buying Attitudes of Housewives , 1960 .

[5]  E. Boulding.  Orientation toward Achievement or Security in Relation to Consumer Behavior , 1960 .

[6]  Allan B. Calder.  Operational Statistics in Instrumental Analysis , 1960 .

[7]  Clive W. J. Granger,et al.  On the Price Consciousness of Consumers , 1961 .

[8]  H. Demsetz.  The Effect of Consumer Experience on Brand Loyalty and the Structure of Market Demand , 1962 .

[9]  J. Farley.  Why Does “Brand Loyalty” Vary over Products? , 1964 .

[10]  L. Telser,et al.  Advertising and Competition , 1964, Journal of Political Economy.

[11]  Raymond A. Bauer,et al.  SELF-CONFIDENCE AND PERSUASIBILITY IN WOMEN , 1964 .

[12]  Frederick E. Webster,et al.  Modeling the Industrial Buying Process , 1965 .

[13]  W. Massy,et al.  Market Segmentation and the Effectiveness of a Brand's Price and Dealing Policies , 1965 .

[14]  Frederick E. Webster,et al.  The “Deal-Prone” Consumer , 1965 .

[15]  L. Stern.  The New World of Private Brands , 1966 .

[16]  W. Massy.  Order and Homogeneity of Family Specific Brand-switching Processes , 1966 .

[17]  E. Gross.  Book Review: The Application of Social Class in Market Segmentation , 1967 .

[18]  R. Scott.  The Application of Social Class in Market Segmentation , 1967 .