Determinants of Private Brand Attitude
Open Access
- 1 February 1967
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 4 (1) , 73-81
- https://doi.org/10.1177/002224376700400110
Abstract
Differences in price and promotional elasticity are potentially the most useful criteria for market segment identification of low cost consumer goods. This article presents an approach to segment identification using private brand attitudes. Various possible determinants are tested on data from a field study of females’ attitudes toward private brands.Keywords
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