As the awareness of PB products in discount stores stays high and their portion in sales increases quite rapidly, research on consumer behavior of PB products becomes essential in setting up marketing strategies in discount stores. Thus this study uses customer lifestyle for segmenting effectively target markets and also consider any differential effects of PB product categories. The study analyzes price and quality perceptions, and purchase behavior, dependent on lifestyles. The study also

more »

... yzes the effects of price and quality perceptions, and demographic factors on purchase behavior. Demographic factors in the study include age, occupation, income level, and education background. Mediating effect of attitude towards PB product and differential effect of product category on the mediating effect are analyzed, as well. The results of empirical analysis show customer lifestyles have effect on price and quality perceptions, and purchase behavior. Price and quality perceptions, customer lifestyles, and demographic factors are found to have effect on purchase behavior. Specifically, low price perceptions are found to have positive effect on purchase behavior. Customer lifestyles are found to have effect on purchase behavior in food and home appliance categories. In the effect of price and quality perceptions on repeat purchase intention, mediating role of attitude towards PB products is also analyzed. The mediating role of attitude towards PB products was verified in both food and general consumer categories. Consumer lifestyle had effect on price perception in product categories, except home appliances. In category of clothing, quality of life type perceived price lower than the other