6533b829fe1ef96bd128a14d

RESEARCH PRODUCT

Buying private label in durables: Gender and other psychological variables

Eva-maría CaplliureCarmen Caba PérezMaría-josé MiquelEnrique Bigné

subject

Marketingmedia_common.quotation_subject05 social sciencesAdvertisingContext (language use)Sample (statistics)Durable goodProduct (business)Private label0502 economics and business050211 marketingBusinessConsciousness050203 business & managementmedia_common

description

Abstract In the context of durables, this paper analyzes some key psychological variables identified in convenience goods literature, for individuals facing private label purchase decisions: private label attitude, price consciousness, brand consciousness and involvement with the product. The role of gender in the relationships among those variables is also examined. On two different durables and with a sample of 432 individuals, all the proposed relationships are significant, except for price consciousness. Additionally, some gender differences among those relationships appear. Data suggest that being a woman (not a man) plays a key role in private label purchase intention.

yearjournalcountryeditionlanguage
2017-01-01Journal of Retailing and Consumer Services
https://doi.org/10.1016/j.jretconser.2016.07.013