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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| Format: | Article |
| Language: | English |
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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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| author | Ana Oliveira Brochado Susana Henriques Marques Pedro Mendes |
| author_facet | Ana Oliveira Brochado Susana Henriques Marques Pedro Mendes |
| author_sort | Ana Oliveira Brochado |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-62805e5e46064a14a2ee5f3f9fd2d7c9 |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2015-01-01 |
| publisher | University of Algarve, ESGHT/CINTURS |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-62805e5e46064a14a2ee5f3f9fd2d7c92025-02-02T22:01:48ZengUniversity of Algarve, ESGHT/CINTURSTourism & Management Studies2182-84662015-01-01111136145Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt marketAna Oliveira Brochado0Susana Henriques Marques1Pedro Mendes2Lisbon University Institute, ISCTE Business School, Business Research Unit (BRU-IUL), Av. Das Forças Armadas, 1649-026 Lisboa, PortugalLisbon University Institute, ISCTE Business School, Business Research Unit (BRU-IUL), 1649-026 Lisboa, PortugalLisbon University Institute, ISCTE Business School, 1649-026 Lisboa, PortugalThis 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.https://tmstudies.net/index.php/ectms/article/view/768/1291private labelspsychographicstobit regressionyogurt |
| spellingShingle | Ana Oliveira Brochado Susana Henriques Marques Pedro Mendes Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market Tourism & Management Studies private labels psychographics tobit regression yogurt |
| title | Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market |
| title_full | Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market |
| title_fullStr | Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market |
| title_full_unstemmed | Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market |
| title_short | Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market |
| title_sort | psychographic determinants of private label adoption a feasibility study in the portuguese yogurt market |
| topic | private labels psychographics tobit regression yogurt |
| url | https://tmstudies.net/index.php/ectms/article/view/768/1291 |
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