engleski

Consumer innovativeness as a prerequisite of private label success in emerging markets

In emerging markets private labels are in the beginning of their life cycle when they still present a novelty on the market and consumers perceive difference between them and manufacturer brands. This paper is based on the assumption that consumers who possess certain level of innovativeness will be more willing to accept private labels, so there should be positive correlation between consumer innovativeness and private label attitude. The research conducted for the purpose of this paper on 841 consumers in Croatia verified initial assumption of positive correlation between consumer innovativeness and general private label attitude as well as attitude toward private labels in the liquid soap category. However, no correlation was found between consumer innovativeness and private label attitude in chocolate and facial care product categories.

consumer innovativeness; private label attitude; emerging markets

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