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Consumer Preferences Towards Private Labels: Thai Shoppers' Perspectives |
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| รหัสดีโอไอ | |
| Creator | Thittapong Daengrasmisopon |
| Title | Consumer Preferences Towards Private Labels: Thai Shoppers' Perspectives |
| Publisher | Asian Forum on Business Education (AFBE) |
| Publication Year | 2553 |
| Journal Title | AFBE Journal |
| Journal Vol. | 3 |
| Journal No. | 1 |
| Page no. | 187 |
| Keyword | Private label,Store brand,Manufacturer brand,Retailing,Perceived quality,Consumer preference |
| ISSN | 2071-7873 |
| Abstract | Purpose There has been an increasing dominance of the international retailers that have adopted their private label product ranges in many Asian emerging markets. The purpose of this research is to develop a framework factors featuring the consumer preferences toward private label versus manufacturer brands from the Thai shoppers' perspectives. Design/methodology/approach A qualitative approach is employed to investigate private label perceptions and preferences by utilizing four focus group interview sessions with female shoppers who either always or never buy private label products in Bangkok. Findings The results suggest that Thai shoppers are more receptive to private label purchases for household products and food commodities than for personal care or specialty food products. Moreover, the factors with regard to price/perceived quality relationships and perceived risk are relevant to the Thai shopper context. The potential factors driving private label preferences are identified in three groups: Perceived Saving (3 factors), Perceived Quality (14 factors), and Perceived Risk (10 factors). Research limitations/implications The research is an exploratory study from a relatively small urban sample to suggest a tentative framework for further empirical investigations. Practical implications International retailers operating in Thailand may apply the findings to more effectively determine private label branding, pricing, product assortment, appearance designs, store merchandising, and in-store activities. Originality/value Limited research studies have been conducted to try to understand consumer preferences in the context of southeast Asian consumers. This paper investigates how the urban Thai shoppers perceive private labels and identifies potential factors that could influence the purchase preferences in their perspectives. |
