Consumer's Attitude Toward Private Label and Its Relationship with Their Motivational Values  

Oleh:

Nasution, Reza Ashari ; Dewi, Amanda Permata ; Sembada, Agung Yoga

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: Jurnal Manajemen Teknologi vol. 8 no. 3 (2009), page 294-312.
Topik: private label; personal value; Schwartz Value Systems; Bandung; Indonesia; openness to change; conservation; purchase behavior; consumer behavio
Fulltext: 95_ros.pdf (408.62KB)

Isi artikel

Private label penetration is increasing from time to time. Past research have highlighted individual customer demographic characteristics that relate to private label purchase. Those research, however, have neglected the role of personal values in driving consumer behavior. This research is aimed to fill this gap by studying private label purchase behavior in a university in Bandung, Indonesia and its relation to the personal values of the respondents. Schwartz Value System is applied after comparing this with other value systems. Two dimensions in the system, which are opennes to change and conservation are analyzed in relation with private label purchase behavior of students in the university. The dimensions are selected because of their direct intuitive link with private label purchase. Using correlation analysis, the research provides an important finding about the role of personal values (in terms of opennes to change vs conservation) in private label purchase.

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