Psychographic Clusters of Private Label Consumers

Morana Fudurić, Sandra Horvat (), Vatroslav Škare and Ákos Varga ()
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Morana Fudurić: University of Zagreb
Sandra Horvat: University of Zagreb
Vatroslav Škare: University of Zagreb
Ákos Varga: Corvinus University of Budapest

A chapter in Advances in National Brand and Private Label Marketing, 2023, pp 31-37 from Springer

Abstract: Abstract This paper identifies private label prone segments that emerge based on implicit and explicit private label/manufacturer brand attitudes and brand preference. We describe these segments, measure the smart-shopper self-perception and value consciousness associated with segment membership, and quantify how these segments differ in their private label purchase intentions. We apply K-means cluster analysis to a database of 798 respondents in five emerging markets in the beauty care product category. Three consumer segments were identified and labeled as “Mindful”, “Indifferent” and “Skeptical”. Demographic characteristics of the three segments were also observed. Results indicate the highest potential of the “Mindful” segment for the retailers managing private labels, which also represent the largest cluster in the sample.

Keywords: Private label; Manufacturer brand; Psychographic segmentation; Brand attitude; Smart-shopper; Value consciousness (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-32894-7_4

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DOI: 10.1007/978-3-031-32894-7_4

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