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

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 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.