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Pregled bibliografske jedinice broj: 658007

Clustering consumers of private labels in the growth stage of the product life cycle


Horvat, Sandra; Ozretić Došen, Đurđana
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)


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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:

Avatar Url Đurđana Ozretić Došen (autor)


Citiraj ovu publikaciju:

Horvat, Sandra; Ozretić Došen, Đurđana
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)
Horvat, S. & Ozretić Došen, Đ. (2013) Clustering consumers of private labels in the growth stage of the product life cycle. U: Karaosmanoglu, E. & Banu Elmadag Bas, A. (ur.)42nd EMAC Annual Conference: Lost in translation - Marketing in an interconnected world.
@article{article, author = {Horvat, Sandra and Ozreti\'{c} Do\v{s}en, \DJur\djana}, year = {2013}, keywords = {private labels, psychographic characteristics, growth stage of the product life cycle}, title = {Clustering consumers of private labels in the growth stage of the product life cycle}, keyword = {private labels, psychographic characteristics, growth stage of the product life cycle}, publisher = {Istanbul Technical University (ITU)}, publisherplace = {Istanbul, Turska} }
@article{article, author = {Horvat, Sandra and Ozreti\'{c} Do\v{s}en, \DJur\djana}, year = {2013}, keywords = {private labels, psychographic characteristics, growth stage of the product life cycle}, title = {Clustering consumers of private labels in the growth stage of the product life cycle}, keyword = {private labels, psychographic characteristics, growth stage of the product life cycle}, publisher = {Istanbul Technical University (ITU)}, publisherplace = {Istanbul, Turska} }




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