Buying private label in durables: Gender and other psychological variables |
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| Institution: | 1. Hakon Swenson Research Foundation, Sweden;2. Stockholm School of Economics, Sweden;1. Department of Management & Marketing, College of Business Administration & Information Sciences, Clarion University of Pennsylvania, 317 Still Hall, 840 Wood Street Clarion, PA 16214, United States;2. Department of Economics and Business Washington and Jefferson College, Burnett 110, 60 South Lincoln Street, Washington PA 15301, United States;1. Department of Economics and Business, Faculty of Business and Economics, University of Almería, Agrifood Campus of International Excellence ceiA3, Ctra. Sacramento, s/n, Almería E-04120, Spain;2. Department of Business Administration, University of Granada and Marketing Group, Department of Economics and Business, Open University of Catalonia, Barcelona, Campus Universitario de Cartuja, Granada E-18071, Spain;3. Marketing Group, Department of Economics and Business, Open University of Catalonia, Avenida Tibidabo, 39, Barcelona E-08035, Spain;1. Dokuz Eylül University, Faculty of Business, Department of Business Administration, Kaynaklar Yerle?kesi, 35160 Buca, ?zmir, Turkey;2. Dokuz Eylül University, Faculty of Business, Department of International Business and Trade, Kaynaklar Yerle?kesi, 35160 Buca, ?zmir, Turkey |
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| 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. |
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| Keywords: | Gender Private label Purchase intention Durable goods fsQCA |
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