Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market

• Autores: Ana Oliveira-Brochado, Susana Henriques Marques, Pedro Mendes
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 11, Nº. 1, 2015, págs. 136-145
• Idioma: inglés
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• Resumen

  • 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.