FACTORS INFLUENCING THE PURCHASE OF YOGURTS AND DAIRY DESSERTS OF PRIVATE LABEL
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10174/25183 |
Resumo: | Private labels play a key role in Marketing strategy and they have been studied by several researchers. In order to respond to adaptations to the market, private labels are fundamental to the retailers’ strategies. These brands overlap with those of the manufacturers, as they are vital to improving the value proposition in terms of price, image and quality. With this research, focused on the private labels and the category of yogurt and desserts, we try to understand the factors that influence the purchase of yogurts and desserts. The study uses the Focus Group technique for the collection and treatment of data analysis of content. It was concluded that the category of yogurt and dairy desserts is at a crossroads because there are antagonistic factors influencing the purchase and consumption. The category appears to be positively driven by the promotional pace and the greater capacity to assume as a substitute for milk at some moments of consumption. On the other hand, the category is also being pressured by unfavorable communicational and opinionated phenomena related to the drawbacks associated with milk consumption. The marks of reference seem to have reduced or stabilized the competitiveness of the private labels by the effect of the permanent promotional cycles. |
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FACTORS INFLUENCING THE PURCHASE OF YOGURTS AND DAIRY DESSERTS OF PRIVATE LABELPrivate LabelsStrategies of retailersLoyaltyWOMYogurt and dairy dessertsFocus GroupPrivate labels play a key role in Marketing strategy and they have been studied by several researchers. In order to respond to adaptations to the market, private labels are fundamental to the retailers’ strategies. These brands overlap with those of the manufacturers, as they are vital to improving the value proposition in terms of price, image and quality. With this research, focused on the private labels and the category of yogurt and desserts, we try to understand the factors that influence the purchase of yogurts and desserts. The study uses the Focus Group technique for the collection and treatment of data analysis of content. It was concluded that the category of yogurt and dairy desserts is at a crossroads because there are antagonistic factors influencing the purchase and consumption. The category appears to be positively driven by the promotional pace and the greater capacity to assume as a substitute for milk at some moments of consumption. On the other hand, the category is also being pressured by unfavorable communicational and opinionated phenomena related to the drawbacks associated with milk consumption. The marks of reference seem to have reduced or stabilized the competitiveness of the private labels by the effect of the permanent promotional cycles.ICMD 182019-02-27T16:41:26Z2019-02-272018-10-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttp://hdl.handle.net/10174/25183http://hdl.handle.net/10174/25183porjprlopes12@gmail.commcs@uevora.ptLopes, JoãoSilvério, Martainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-03T19:18:53Zoai:dspace.uevora.pt:10174/25183Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:15:41.533522Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
FACTORS INFLUENCING THE PURCHASE OF YOGURTS AND DAIRY DESSERTS OF PRIVATE LABEL |
title |
FACTORS INFLUENCING THE PURCHASE OF YOGURTS AND DAIRY DESSERTS OF PRIVATE LABEL |
spellingShingle |
FACTORS INFLUENCING THE PURCHASE OF YOGURTS AND DAIRY DESSERTS OF PRIVATE LABEL Lopes, João Private Labels Strategies of retailers Loyalty WOM Yogurt and dairy desserts Focus Group |
title_short |
FACTORS INFLUENCING THE PURCHASE OF YOGURTS AND DAIRY DESSERTS OF PRIVATE LABEL |
title_full |
FACTORS INFLUENCING THE PURCHASE OF YOGURTS AND DAIRY DESSERTS OF PRIVATE LABEL |
title_fullStr |
FACTORS INFLUENCING THE PURCHASE OF YOGURTS AND DAIRY DESSERTS OF PRIVATE LABEL |
title_full_unstemmed |
FACTORS INFLUENCING THE PURCHASE OF YOGURTS AND DAIRY DESSERTS OF PRIVATE LABEL |
title_sort |
FACTORS INFLUENCING THE PURCHASE OF YOGURTS AND DAIRY DESSERTS OF PRIVATE LABEL |
author |
Lopes, João |
author_facet |
Lopes, João Silvério, Marta |
author_role |
author |
author2 |
Silvério, Marta |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Lopes, João Silvério, Marta |
dc.subject.por.fl_str_mv |
Private Labels Strategies of retailers Loyalty WOM Yogurt and dairy desserts Focus Group |
topic |
Private Labels Strategies of retailers Loyalty WOM Yogurt and dairy desserts Focus Group |
description |
Private labels play a key role in Marketing strategy and they have been studied by several researchers. In order to respond to adaptations to the market, private labels are fundamental to the retailers’ strategies. These brands overlap with those of the manufacturers, as they are vital to improving the value proposition in terms of price, image and quality. With this research, focused on the private labels and the category of yogurt and desserts, we try to understand the factors that influence the purchase of yogurts and desserts. The study uses the Focus Group technique for the collection and treatment of data analysis of content. It was concluded that the category of yogurt and dairy desserts is at a crossroads because there are antagonistic factors influencing the purchase and consumption. The category appears to be positively driven by the promotional pace and the greater capacity to assume as a substitute for milk at some moments of consumption. On the other hand, the category is also being pressured by unfavorable communicational and opinionated phenomena related to the drawbacks associated with milk consumption. The marks of reference seem to have reduced or stabilized the competitiveness of the private labels by the effect of the permanent promotional cycles. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-10-01T00:00:00Z 2019-02-27T16:41:26Z 2019-02-27 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10174/25183 http://hdl.handle.net/10174/25183 |
url |
http://hdl.handle.net/10174/25183 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
jprlopes12@gmail.com mcs@uevora.pt |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
ICMD 18 |
publisher.none.fl_str_mv |
ICMD 18 |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799136639311675392 |