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The moderating influence of socio-demographic factors on the relationship between consumer psychographics and the attitude towards private label brands

The moderating influence of socio-demographic factors on the relationship between consumer psychographics and the attitude towards private label brands
The moderating influence of socio-demographic factors on the relationship between consumer psychographics and the attitude towards private label brands

This study examines the moderating influence of socio-demographic variables (gender, age, education, income and family size) on the relationship between psychographic measures (general deal proneness, price-related deal proneness, end-of-aisle display proneness, impulsiveness, smart-shopper self-perceptions and brand loyalty) and consumers' attitude towards private label brands. The proposed hypotheses are tested by collecting data at three different British supermarkets and assessed using structural equation modelling. The study reveals findings contrary to the prevailing views about consumer psychographics and socio-demographics, including the following: (i) the significance of deal proneness among high-income consumers; (ii) the end-of-aisle display proneness among older, high-income and highly educated consumers; and (c) the relationship between impulsiveness and brand attitude among low-income and less-educated consumers. The study also provides multiple insights relating to psycho-demographic targeting and display strategies.

1472-0817
423-435
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Banerjee, Madhumita
aa2f5228-6b0c-409b-abfe-5d141b9285bc
Adidam, Phani Tej
982d0886-e785-4750-84c2-75e47c83ed94
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Banerjee, Madhumita
aa2f5228-6b0c-409b-abfe-5d141b9285bc
Adidam, Phani Tej
982d0886-e785-4750-84c2-75e47c83ed94

Shukla, Paurav, Banerjee, Madhumita and Adidam, Phani Tej (2013) The moderating influence of socio-demographic factors on the relationship between consumer psychographics and the attitude towards private label brands. Journal of Consumer Behaviour, 12 (6), 423-435. (doi:10.1002/cb.1441).

Record type: Article

Abstract

This study examines the moderating influence of socio-demographic variables (gender, age, education, income and family size) on the relationship between psychographic measures (general deal proneness, price-related deal proneness, end-of-aisle display proneness, impulsiveness, smart-shopper self-perceptions and brand loyalty) and consumers' attitude towards private label brands. The proposed hypotheses are tested by collecting data at three different British supermarkets and assessed using structural equation modelling. The study reveals findings contrary to the prevailing views about consumer psychographics and socio-demographics, including the following: (i) the significance of deal proneness among high-income consumers; (ii) the end-of-aisle display proneness among older, high-income and highly educated consumers; and (c) the relationship between impulsiveness and brand attitude among low-income and less-educated consumers. The study also provides multiple insights relating to psycho-demographic targeting and display strategies.

Full text not available from this repository.

More information

Accepted/In Press date: 26 July 2013
e-pub ahead of print date: 17 October 2013
Published date: 1 November 2013

Identifiers

Local EPrints ID: 430706
URI: http://eprints.soton.ac.uk/id/eprint/430706
ISSN: 1472-0817
PURE UUID: 14011c2b-63da-4fce-a156-2495330aae32
ORCID for Paurav Shukla: ORCID iD orcid.org/0000-0003-1957-8622

Catalogue record

Date deposited: 08 May 2019 16:30
Last modified: 07 Oct 2020 02:24

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