The factors that influence the decision of Portuguese Buyers regarding which brand of milk (national brand or private label) to buy in super and hypermarkets

Abstract

The present study intends to identify what are the factors that influence the decision of Portuguese milk buyers in Concelho de Setubal regarding which brand of milk – national or private label – to buy. Based on qualitative and quantitative research, it can be concluded that there are two segments of milk buyers according to the brand of milk bought. These two segments belong to different age and income level groups, have opposite perceptions of private labels and of differentiation of milk products, present different levels of brand equity and brand loyalty and exhibit different sensitiveness to price and value (price-quality ratio).