Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/8928
Author(s): | Brochado, A. Marques, S. Mendes, P. |
Date: | 2015 |
Title: | Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market |
Volume: | 11 |
Number: | 1 |
Pages: | 136 - 145 |
ISSN: | 2182-8458 |
Keywords: | Private labels Psychographics Tobit regression Yogurt |
Abstract: | 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. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
Files in This Item:
File | Description | Size | Format | |
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768_2803_1_PB.pdf | Versão Editora | 695,93 kB | Adobe PDF | View/Open |
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