Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/317171 
Year of Publication: 
2020
Citation: 
[Journal:] Organizations and Markets in Emerging Economies [ISSN:] 2345-0037 [Volume:] 11 [Issue:] 2 [Year:] 2020 [Pages:] 446-461
Publisher: 
Vilnius University Press, Vilnius
Abstract: 
This paper explores private labels in the context of Croatia, as a representative of a CEE and EU member countries, where their importance is continuously growing. It aims to reveal whether consumers' psychographic characteristics impact their attitudes towards private labels, which are in the growth stage of the product life cycle. Findings show that price consciousness, consumer innovativeness, and store loyalty have a positive and statistically significant impact on consumers' attitudes towards private labels. These three psychographic characteristics allow clustering of consumers prone to private labels (by applying K-means analysis) into three different clusters. Consumers belonging to cluster 2 exhibit the highest levels of innovativeness and price sensitivity and might be considered pioneers in accepting private labels. The paper contributes to a more comprehensive insight into private labels marketing management and offers managerial implications for retailers.
Subjects: 
private labels
psychographic characteristics
growth stage
product life cycle
emerging market
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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