Are Some Consumers More Prone to Purchase Private Brands?
Is there any evidence to support the statement that private brand purchasers constitute an identifiable market segment? Do these consumers differentiate among different private brands of the same product from different stores? Answers to these basic questions with respect to market delineation of pr...
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| Veröffentlicht in: | Journal of marketing research 1969-11, Vol.6 (4), p.447-450 |
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| container_title | Journal of marketing research |
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| creator | Rao, Tanniru R. |
| description | Is there any evidence to support the statement that private brand purchasers constitute an identifiable market segment? Do these consumers differentiate among different private brands of the same product from different stores? Answers to these basic questions with respect to market delineation of private brands are essential to develop a realistic theory of private branding. This article discusses some characteristics of private brand purchasing of a food product via a probabilistic approach. |
| doi_str_mv | 10.1177/002224376900600409 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0022-2437 |
| ispartof | Journal of marketing research, 1969-11, Vol.6 (4), p.447-450 |
| issn | 0022-2437 1547-7193 |
| language | eng |
| recordid | cdi_proquest_journals_208778987 |
| source | Business Source Complete; Periodicals Index Online; Jstor Complete Legacy; Alma/SFX Local Collection |
| subjects | Brand loyalty Brands Chain stores Coffee Coffee tables Competition Consumers Estimates Food chains House brands Housewives Market positioning Market segmentation Market segments Marketing Purchasing Retail stores Traffic estimation |
| title | Are Some Consumers More Prone to Purchase Private Brands? |
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