TY - UNPB
T1 - Private label brands purchase and lifestyles: A consumers latent segmentation
AU - Alarcón del Amo, Carmen
AU - Cuneo Zuñiga, A.
AU - López Belbeze, Pilar
PY - 2013/12/11
Y1 - 2013/12/11
N2 - 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.
AB - 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.
M3 - Working paper
T3 - Documentos de Trabajo de la Cátedra Fundación Ramón Areces de Distribución Comercial (DOCFRADIS)
BT - Private label brands purchase and lifestyles: A consumers latent segmentation
ER -