Pregled bibliografske jedinice broj: 658007
Clustering consumers of private labels in the growth stage of the product life cycle
Clustering consumers of private labels in the growth stage of the product life cycle // 42nd EMAC Annual Conference: Lost in translation - Marketing in an interconnected world / Karaosmanoglu, E. ; Banu Elmadag Bas, A. (ur.).
Istanbul: Istanbul Technical University (ITU), 2013. (predavanje, međunarodna recenzija, neobjavljeni rad, znanstveni)
CROSBI ID: 658007 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Clustering consumers of private labels in the growth stage of the product life cycle
Autori
Horvat, Sandra ; Ozretić Došen, Đurđana
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni
Skup
42nd EMAC Annual Conference: Lost in translation - Marketing in an interconnected world
Mjesto i datum
Istanbul, Turska, 04.06.2013. - 07.06.2013
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
private labels; psychographic characteristics; growth stage of the product life cycle
Sažetak
Emerging markets are constantly recording the highest private label growth rates, and it is expected that their market importance will further grow in the next few years. In this paper we research Croatian consumers’ psychographic characteristics and attitudes towards private labels which are currently in the growth stage of the product life cycle. Research results show that all analyzed psychographic consumer characteristics have positive and statistically significant impact on consumers’ attitudes towards private labels. Characteristics of private label prone consumers are revealed and three clusters of consumers were determined by applying K-means cluster analysis. Suggestions for private label marketing management strategies in the growth stage of the product life cycle are given.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
067-0000000-3375 - Strategija razvoja imidža Republike Hrvatske u procesu pridruživanja EU (Ozretić Došen, Đurđana, MZOS ) ( CroRIS)
Ustanove:
Ekonomski fakultet, Zagreb
Profili:
Đurđana Ozretić Došen
(autor)