| dc.description.abstract | Private brand name is propensity to develop of retailer industry
on over the world. Therefore, academic researchers have explored a number of studies related to private brand name. For instance, there are some researches about this topic such as “ Business Cycles‟ Effects on Private Label Groceries: Evidence from Finnish Retail Sector” of Lappeenranta University of Technology (2011), “Consumer perception of Private label brands with in the retail grocery sector of South Africa” (Justin Beneke, 2009), “Private label introduction: Does it Benefit the Supply Chain?” (Marc Sachon. 2009).
However, the published literature one in Vietnam is still rare, and some different conditions will give the difference result between consumption behavior in Vietnam and western countries. An investigation of propensity to purchasing private brand products has significant utility for development of marketing strategies in Vietnam.
Quantitative approach is the main methods in this research.
196 valid questionnaires are collected and analyzed by SPSS version
16.0. In result, it shows the relationship of propensity to purchase private brand name and price sensitivity, advertising & brand, store image.
Although there still exists some limitations, the study is also given many applicable recommendation and suggestion to enhance
Private brand in Vietnam market. | en_US |
