Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/8928
Autoria: | Brochado, A. Marques, S. Mendes, P. |
Data: | 2015 |
Título próprio: | Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market |
Volume: | 11 |
Número: | 1 |
Paginação: | 136 - 145 |
ISSN: | 2182-8458 |
Palavras-chave: | Private labels Psychographics Tobit regression Yogurt |
Resumo: | 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. |
Arbitragem científica: | yes |
Acesso: | Acesso Aberto |
Aparece nas coleções: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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768_2803_1_PB.pdf | Versão Editora | 695,93 kB | Adobe PDF | Ver/Abrir |
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