Private labels and consumer behaviour

Mälardalen University (Sweden)
School of Sustainable Development of Society and Technology
EFO705 - Master Thesis
MIMA program - International Marketing

Consumer behavior towards private label brands:
A study of Thai undergraduate students’ experience

Kedyanee Tochanakarn (870724)
Pongsatorn Munkunagorn (860608)

Tutor: Konstantin Lampou
Examiner: Ole Liljefors
Date: May 30, 2011

Abstract
Date:

May 30, 2011

Program:

MIMA – International Marketing

Course name:

Master Thesis (EFO 705)

Title:

Consumer behavior towards private label brands: A study of Thai undergraduate students‟ experience

Authors:

Kedyanee Tochanakarn (ktn10001)
Pongsatorn Munkunagorn (pmn10003)

Group number:

2660

Tutor:

Konstantin Lampou

Problem:

What factors affect consumer behavior of Thai undergraduate students towards private label brands?

Method:

Both quantitative and qualitative methods were used. Quantitative method was used to collect the primary data for this research.
Moreover, qualitative method was also used to support the results from questionnaires. Conclusion:

The research attempts to examine the different factors that influence consumers ' purchasing intentions of private label brands among Thai undergraduate students. Five important factors were identified; there are collectivist culture, perceived risk, price, quality and store loyalty. Collectivist culture and perceived risk were found out to be important background factors which affect the other three factors.
Furthermore, the result shows that price and quality of private label brands are highly related as most of the target consumers tend to associate expensiveness with high quality and vice-versa. However, the effect of store loyalty on consumers ' (Thai undergraduate students) purchasing intention was found out to be insignificant.

Key words:

Private label brands, manufacturer brands, collectivist culture, perceived risk,

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