| dc.description.abstract | The global economics is now facing with the worldwide crisis; it means that people tend to care much about minimizing their expenses. According to the research of Nielsen (2010), fully 88% of shoppers globally said they intend to keep buying private labels even after the economy recovers, suggesting that store brand quality has reached parity with national brands and delivers on consumer expectations. It can be said that private-label tendency is one of the strategic planning in branding prestige improvement that retailers need to consider for winning the retail market, Co.opMart is not an exception.
The research findings aim to help retailers in general and Co.opMart in particular have an in-depth overview about how consumers think about private labels based on five determinants of both consumer perceptions and characteristics such as Quality factor, Price factor, Psychological factor, Cultural factor, and Social factor. Despite some existing limitations, marketers of the retailers in Vietnam retail market can perceive more about various viewpoints and needs of target consumers who are provincial labour migrants and students to properly engage with them. From these basic lessons, retailers (including Co.opMart), in Vietnam retail market; will have a managerial plan for improving their private-label strategy.
For further studies, this research just keeps track of the framework of a practical marketing research (with more than 300 reliable responses from consumers) and does not aim to build or develop a new theoretical model involving consumer intention area. Therefore, it is helpful for some market research companies such as AC Nielsen,
TNS, CBRE, etc. to follow as a reference. | en_US |
