The moderating influence of socio-demographic factors on the relationship between consumer psychographics and the attitude towards private label brands

Paurav Shukla, Madhumita Banerjee, Phani Tej Adidam

Research output: Contribution to journalArticle

Abstract

This study examines the moderating influence of socio-demographic variables (gender, age, education, income and family size) on the relationship between psychographic measures (general deal proneness, price-related deal proneness, end-of-aisle display proneness, impulsiveness, smart-shopper self-perceptions and brand loyalty) and consumers' attitude towards private label brands. The proposed hypotheses are tested by collecting data at three different British supermarkets and assessed using structural equation modelling. The study reveals findings contrary to the prevailing views about consumer psychographics and socio-demographics, including the following: (i) the significance of deal proneness among high-income consumers; (ii) the end-of-aisle display proneness among older, high-income and highly educated consumers; and (c) the relationship between impulsiveness and brand attitude among low-income and less-educated consumers. The study also provides multiple insights relating to psycho-demographic targeting and display strategies.
Original languageEnglish
Pages (from-to)423-235
Number of pages23
JournalJournal of Consumer Behaviour
Volume12
Issue number6
DOIs
Publication statusPublished - Nov 2013

Keywords

  • socio demographics
  • psychographics
  • private label brands
  • deal proneness
  • impulse purchase
  • brand loyalty

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