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

Authors

  • Ana Oliveira Brochado
  • Susana Henriques Marques
  • Pedro Mendes

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.

Author Biography

  • Ana Oliveira Brochado
    Doutor Professor Adjunto da ESGHT/Universidade do Algarve Administrador do site da Revista Encontros Científicos - Tourism & Management Studies Vice-Director do Curso Superior de Gestão Hoteleira da ESGHT/Universidade do Algarve

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Published

10.01.2024

Issue

Section

Business/Management: Research Papers

How to Cite

Brochado, A. O., Marques, S. H., & Mendes, P. (2024). Psychographic determinants of private-label adoption: a feasibility study in the Portuguese yogurt market. Tourism & Management Studies, 11(1), 136-145. https://tmstudies.net/index.php/ectms/article/view/768

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