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Private Label Brand Choice Dynamics Logit model involving demographic and psychographic variables

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  • Abhishek

Abstract

Research on private label brands started with focus on explaining the choice of private label brands by simple demographics variables which later expanded into work on attitudinal and behavioral characteristics of customers. However, all these studies had never tried to integrate demographic and psychographic variables to achieve a higher explanatory power, even though researchers had suggested that such a combination is likely to have a higher explanatory power. This paper, after a review of literature, identifies the variables for private label brand proneness. This is followed by mathematical explanation which provides the mathematical model using discrete choice modeling. The paper also provides operationalization of integrated model in current Indian retail scenario and concludes with explaining the limitations.

Suggested Citation

  • Abhishek, 2011. "Private Label Brand Choice Dynamics Logit model involving demographic and psychographic variables," IIMA Working Papers WP2011-01-07, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:9941
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    File URL: https://www.iima.ac.in/sites/default/files/rnpfiles/2011-01-07Abhishek.pdf
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    References listed on IDEAS

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    1. Peter M. Guadagni & John D. C. Little, 1983. "A Logit Model of Brand Choice Calibrated on Scanner Data," Marketing Science, INFORMS, vol. 2(3), pages 203-238.
    2. Daniel McFadden, 1986. "The Choice Theory Approach to Market Research," Marketing Science, INFORMS, vol. 5(4), pages 275-297.
    3. David Morris & John Nightingale, 1980. "Why should firms manufacture retailer brands?," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 1(3), pages 132-137, September.
    4. Jagmohan S. Raju & Raj Sethuraman & Sanjay K. Dhar, 1995. "The Introduction and Performance of Store Brands," Management Science, INFORMS, vol. 41(6), pages 957-978, June.
    5. Kenneth Train, 1985. "Qualitative Choice Analysis: Theory, Econometrics, and an Application to Automobile Demand," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262200554, April.
    6. G Baltas & P Doyle, 1998. "An empirical analysis of private brand demand recognising heterogeneous preferences and choice dynamics," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 49(8), pages 790-798, August.
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    Cited by:

    1. Jayakrishnan S. & Rekha Chikhalkar & Ranjan Chaudhuri, 2016. "Understanding the Role of Consumer Factors and Store Factors in Private Label Purchase," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(7), pages 223-223, June.
    2. Jayakrishnan, S. & Rekha, D. Chikhalkar & Ranjan Chaudhuri, 2016. "Measuring factors determining private label purchase," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 6(2), pages 42-58, February.

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