Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market
This study seeks to point out the main psychographic determinants of private-label brand proneness in a specific industry: the Portuguese yogurt market. This is a booming industry for store brands in Portugal, which account for nearly half of the total market share. An in-depth interview was hel...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2015-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/768/1291 |
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| Summary: | This study seeks to point out the main psychographic determinants
of private-label brand proneness in a specific industry: the
Portuguese yogurt market. This is a booming industry for store
brands in Portugal, which account for nearly half of the total
market share. An in-depth interview was held with a sales and
marketing expert of the leading yogurt company in Portugal. Next,
we conducted a survey targeting consumers of yogurt. Based on the
results of a Tobit regression, we conclude that consumers base
their decisions about private label versus national brands on three
different types of variables: price-related variables, quality-related
variables and variables related to involvement with the product
category. Managerial implications are also discussed. |
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| ISSN: | 2182-8466 |