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In recent years, the importance of retailing has been increasing in the business world. As the power of retailers increases, the significance of retailer brands also increases. To understand the role of consumer attitudes and behaviors in explaining consumer preferences for retailer brands is crucial. The main objective of this study is to construct a model to determine the effect of the psychographics of consumers on their tendency to purchase retailer brands. The model developed in this study has high reliability and validity. The results of the structural equation model indicate that price consciousness is the most effective factor on consumers’ preference for retailer brands. Shopping mavenism and store loyalty are also found to be significant.

THE ROLE OF PSYCHOGRAPHICS IN EXPLAINING STORE BRAND BUYING BEHAVIOR