Publication: Why private label grocery brands have not succeeded in Asia
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Issued Date
2007-06-26
Resource Type
ISSN
15286975
08911762
08911762
Other identifier(s)
2-s2.0-34548632197
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Mahidol University
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of Global Marketing. Vol.20, No.2-3 (2007), 71-87
Suggested Citation
Rujirutana Mandhachitara, Randall M. Shannon, Costas Hadjicharalambous Why private label grocery brands have not succeeded in Asia. Journal of Global Marketing. Vol.20, No.2-3 (2007), 71-87. doi:10.1300/J042v20n02_07 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/24297
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Title
Why private label grocery brands have not succeeded in Asia
Other Contributor(s)
Abstract
Lower disposable income among Asian grocery shoppers, heavily discounted private label grocery brands, relative to national brands, and a favorable retail distribution structure would seem to predispose the former to success. But this has not been the case. To learn why private label grocery brands have not succeeded in Asia, two identical shopper surveys were conducted in Wichita, Kansas (United States) and Prakanong-Bangna, Bangkok (Thailand) to examine possible factors relating to retail grocery shopping differences. The authors found that poor market knowledge, and the tendency of Thai consumers to infer product quality by using extrinsic cues such as high price were salient. Additionally, Thai choices were influenced more by social factors than Americans, making them less prone to bargain hunting. The paper concludes with the discussion of managerial implications and offers recommendations to retail chain owners operating in the region. doi:10.1300/J042v20n02_07 © Copyright (c) by The Haworth Press, Inc. All rights reserved.