FACTORS INFLUENCING THE PURCHASE OF YOGURTS AND DAIRY DESSERTS OF PRIVATE LABEL

Abstract

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.