Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market
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| Format: | Artículo científico |
| Language: | en |
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Universidade do Algarve
2015
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| _version_ | 1876446620266004480 |
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| author | Ana Oliveira Brochado |
| author_facet | Ana Oliveira Brochado |
| contents | Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market Ana Oliveira Brochado Susana Henriques Marques Pedro Mendes Estudios de Turismo yogurt Private labels psychographics Tobit regression 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 - de pth 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. 2015 artículo científico 2182-8458 https://www.redalyc.org/articulo.oa?id=388743883017 en http://www.redalyc.org/revista.oa?id=3887 Tourism & Management Studies application/pdf Universidade do Algarve Tourism & Management Studies (Portugal) Num.1 Vol.11 |
| format | Artículo científico |
| id | redalyc_388743883017 |
| institution | Redalyc |
| language | en |
| publishDate | 2015 |
| publisher | Universidade do Algarve |
| spellingShingle | Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market Ana Oliveira Brochado Estudios de Turismo yogurt Private labels psychographics Tobit regression Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market Ana Oliveira Brochado Susana Henriques Marques Pedro Mendes Estudios de Turismo yogurt Private labels psychographics Tobit regression 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 - de pth 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. 2015 artículo científico 2182-8458 https://www.redalyc.org/articulo.oa?id=388743883017 en http://www.redalyc.org/revista.oa?id=3887 Tourism & Management Studies application/pdf Universidade do Algarve Tourism & Management Studies (Portugal) Num.1 Vol.11 |
| title | Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market |
| topic | Estudios de Turismo yogurt Private labels psychographics Tobit regression |
| url | https://www.redalyc.org/articulo.oa?id=388743883017 |