Private label brands purchase and lifestyles: A consumers latent segmentation

Carmen Alarcón del Amo; A. Cuneo Zuñiga; Pilar López Belbeze

Private label brands purchase and lifestyles: A consumers latent segmentation

Título traducido de la contribución: Compra de marcas de distribuidor y estilos de vida: una segmentación latente de los consumidores

Carmen Alarcón del Amo
, A. Cuneo Zuñiga
, Pilar López Belbeze

Esade

Producción científica: Documento de trabajo

Resumen

Las marcas del distribuidor (MDD) han experimentado un fuerte crecimiento en la mayoría de los mercados, suscitando un enorme interés en el ámbito académico y profesional. El presente trabajo estudia la elección de marca de champús, basado en los valores y estilos de vida del consumidor, realizando una segmentación latente. Los resultados muestran la existencia de un segmento caracterizado por comprar grandes marcas y MDD, donde valoran la publicidad pero buscan promociones y ofertas, manifestando una conducta de compra inteligente. Frente a este segmento hay otros dos muy marquistas en su comportamiento y en sus actitudes donde tiene poca cabida la MDD.

Título traducido de la contribución	Compra de marcas de distribuidor y estilos de vida: una segmentación latente de los consumidores
Idioma original	Inglés
Número de páginas	32
Estado	Publicada - 11 dic 2013

Series de publicaciones

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

Cómo citar

@techreport{8980a511e13a424681cac4c28427eab4,

title = "Private label brands purchase and lifestyles: A consumers latent segmentation",

abstract = "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.",

author = "\{Alarc{\'o}n del Amo\}, Carmen and \{Cuneo Zu{\~n}iga\}, A. and \{L{\'o}pez Belbeze\}, Pilar",

year = "2013",

month = dec,

day = "11",

language = "English",

series = "Documentos de Trabajo de la C{\'a}tedra Fundaci{\'o}n Ram{\'o}n Areces de Distribuci{\'o}n Comercial (DOCFRADIS)",

type = "WorkingPaper",

}

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 -

Private label brands purchase and lifestyles: A consumers latent segmentation

Resumen

Series de publicaciones

Huella

Cómo citar