IDEAS home Printed from https://ideas.repec.org/a/mul/jyf1hn/doi10.1431-78568y2014i3p461-478.html
   My bibliography  Save this article

Il rapporto tra il consumatore e il mass market brand: la determinante di scelta del Centro Commerciale

Author

Listed:
  • Giuseppe Santisi
  • Silvia Platania

Abstract

The aim of the study is to identify the variables that determine the choice of purchase. Specifically we want to investigate the motivations and attitudes that provide the cognitive selection of "mass market brand" in shopping centers. To the research participated 415 consumers (276 men, 139 women). The results indicate that the main motivation that encourages the purchase of "mass market brand" in the shopping center is the choice's variety. In addition, the bond with the brand is given by the convenience and utility of the product. Finally, behavioral intention is part of the consumer to buy more "mass market brand" will depend on the perceived social pressure to perform the behavior and objective assessment on the product.

Suggested Citation

  • Giuseppe Santisi & Silvia Platania, 2014. "Il rapporto tra il consumatore e il mass market brand: la determinante di scelta del Centro Commerciale," Micro & Macro Marketing, Società editrice il Mulino, issue 3, pages 461-478.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/78568:y:2014:i:3:p:461-478
    as

    Download full text from publisher

    File URL: https://www.rivisteweb.it/download/article/10.1431/78568
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.rivisteweb.it/doi/10.1431/78568
    Download Restriction: no
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mul:jyf1hn:doi:10.1431/78568:y:2014:i:3:p:461-478. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://www.rivisteweb.it/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.