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Private labels vs national brands in the portuguese facial care market: determinants of consumers purchasing decision in hyper supermarkets
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Resumo(s)
This exploratory researchaimsto identify determinants of consumer ́spurchasing decision, in hyper and supermarkets, of private labelsversusnational brands in thePortugueseFacial Care market.Anintroductoryinterview was conducted with a category manager fromthe second largestsupermarket chains in Portugal. Moreover, a questionnaire was administered targetingfacialcare products consumers. The results suggest that there are two groups of consumers according to the type of facial care brand purchase. The segments differ in terms of income and education,have different levels of price consciousness, distinctive views on price-quality relation and opposite attitudes towards private labels.
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Purchase decision Private label National brand Facial care products