This study aims to point out the main psychographic determinants of private label brands 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. An in-depth interview with a sales & marketing expert of the leader yogurt company in Portugal was carried out. Then, we perform a survey targeting consumers of yogurts. Based on the results of a Tobit regression, we can conclude that consumers base their decisions on private labels versus national brands inthree different types of variables: price related variables, quality related variables and involvement with the product category related variables. Managerial implications were also discussed. Key-words: private labels, pshychographics, Tobit regression, yogurts.

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Tourism; Management

This publication is associated with the following record:

• Psychographic determinants of private label adoption - a feasibility study in the portuguese yogurt market