| dc.description.abstract | Private label has appeared in the world at the end of 20th century and first reached Vietnam market in 2007. At the early day, the term has earn a lot of attention from the biggest distributors in the country. Private label is a cost effective strategy for retailers to step into production chain without a large capital and design process. Along with private labels' rapid growth, the misunderstanding of consumer's perceptions and attitudes has become a considerable issue of many businesses. Because of that, this research is going to critically analyze the barriers that customers hesitate to buy private label products. The result of this paper will provide reference for distributors who running their own private label products; help top managers have an insight view of customer's perceptions for further strategic development.
The questionnaire was distributed to 248 candidates in Ho Chi Minh City who shop at Coop Mart. Based on the data collected, two main factors had been point out: Consumer Price Perceptions and Deal Proneness Constructs. Moreover, the research also clarify that low quality is why consumer walk away with private label products. At the end, some recommendation will be provided to help business improve their strategies at the same time earning their competitive advantages in this highly competitive market.
Keywords: Private label, Customer‘s attitude, Coop Mart | en_US |
