This study aims to point out the main consumer correlates of store brand proneness in a specific industry, the Portuguese yogurt market. This is a booming industry for store brands in Portugal, reaching nearly half of the total market share. Based on the results of a survey we can conclude that consumers base their decisions on adopting a product on three different types of variables: price related variables, quality related variables and involvement with the product category related variables. The price related and the quality related variables have the most influence on consumers when selecting store brands of yogurts.

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private labels, proneness, yogurts.