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Abstract
The purpose of the article is to analyze the differences in the behavior of men and women in the process of purchasing store brands (SBs). Using an established conceptual model, we intended to identify differences, depending on gender of buyers, in the size of the effects of store image and brand price-image on perceived risk and subsequently on store brand purchase intention. A total of 652 respondents participated in the study. For the data analysis we performed two different multigroup approaches: the chi-square and the critical ratio difference tests with AMOS 21.0 package. Our findings confirmed that women demonstrated a higher aversion to store brand perceived risk in comparison to men, however, men proved to be more price driven than women. The results of this study should prove useful to retail managers and academics.
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Authors (2)
-
Przemysław Łukasik
- UMCS Lublin Katedra Marketingu
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Full text
- Publication version
- Accepted or Published Version
- DOI:
- Digital Object Identifier (open in new tab) 10.15611/pn.2014.337.16
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Details
- Category:
- Articles
- Type:
- artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych
- Published in:
-
PRACE NAUKOWE UNIWERSYTETU EKONOMICZNEGO WE WROCŁAWIU
edition 337,
pages 162 - 173,
ISSN: 1899-3192 - Language:
- Polish
- Publication year:
- 2014
- Bibliographic description:
- Łukasik P., Schivinski B.: Znaczenie płci w procesie zakupu marek własnych sieci handlowych – analiza wielogrupowa// PRACE NAUKOWE UNIWERSYTETU EKONOMICZNEGO WE WROCŁAWIU. -., iss. 337 (2014), s.162-173
- DOI:
- Digital Object Identifier (open in new tab) 10.15611/pn.2014.337.16
- Verified by:
- Gdańsk University of Technology
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