Private label brands purchase and lifestyles: A consumers latent segmentation

Carmen Alarcón del Amo, Andrés Ricardo Cuneo Zuñiga, Pilar López Belbeze

Producció científica: Document de treball

Resum

Private label brands (PLB) have experienced fast growth in almost every market, capturing the attention of academics and practitioners. Using a latent segmentation, this paper studies consumers¿ brand choice of shampoos, according to their values and lifestyles. Results signal the emergence of a segment characterized by a polarized buying behavior, that purchases both top-tier brands and PLB. They value advertising but also search for promotions and offers, showing a smart buying behavior. Confronted to this segment there are other two very sensitive to brands, where there is no room for PLB.
Títol traduït de la contribucióCompra de marcas de distribuidor y estilos de vida: una segmentación latente de los consumidores
Idioma originalAnglès
Nombre de pàgines32
Estat de la publicacióPublicada - 11 de des. 2013

Sèrie de publicacions

NomDocumentos de Trabajo de la Cátedra Fundación Ramón Areces de Distribución Comercial (DOCFRADIS)

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