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

Autori
Horvat, Sandra ; Ozretić Došen, Đurđana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
4th EMAC Regional Conference Marketing Theory Challenges in Emerging Societies Conference Proceedings / - Sankt Peterburg : St. Petersburg University Graduate School of Management, 2013, 144-151

ISBN
978-5-9924-0081-6

Skup
4th EMAC Regional Conference Marketing Theory Challenges in Emerging Societies

Mjesto i datum
Sankt Peterburg, Ruska Federacija, 25.09.2013. - 27.09.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
consumer innovativeness; private label attitude; emerging markets

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA