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Field study uncovers determinants of private brand attitudes in female consumers, highlighting practical criteria for market segmentation in low-cost consumer goods.
Differences in price and promotional elasticity are potentially the most useful criteria for market segment identification of low cost consumer goods. This article presents an approach to segment identification using private brand attitudes. Various possible determinants are tested on data from a field study of females’ attitudes toward private brands.
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John G. Myers (1967) studied this question.
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