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Which characteristics, behaviours and perceptions influence the consumption of Nestum private label brands?
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Resumo(s)
The aim of this research about cereal flakes category is to understand through the
consumer characteristics, purchasing behaviour and perceptions about the product
category, why some of consumers switch from Nestum to private label brands.
Through focus group with the young consumers and questionnaires to their parents, it
was found that household income and family size are not the features that impact on
private label purchasing intention and the price is not the key buying decision factor.
Additionally, young consumers do not see each brand as unique, but their parents notice
Nestum as being the best brand. It was demonstrated that the main myths about private
label brands consumption are not applied in this product category.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Brand Cereals Children Parents