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Contrasting Thai and Chinese Shopper Behavior and Satisfaction with PL Brands

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Advances in National Brand and Private Label Marketing

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

Food retailers have been expanding rapidly in Asian countries yet may face unexpected problems with consumer acceptance of private labels due to cultural differences. PL acceptance has thus far been low in Asian markets, yet few studies have been conducted to explore potential issues related to culture. This study explores Thai and Chinese shopper behavior and their level of satisfaction with PL brands. This study finds that Chinese are more time pressured and price conscious, and have more trust in established brands, whereas Thai consumers have more experience with PL, and also higher satisfaction.

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Authors and Affiliations

  1. College of Management, Mahidol University, Bangkok, Thailand

    Randall Shannon

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  1. Randall Shannon
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Correspondence to Randall Shannon .

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Editors and Affiliations

  1. Department of Business Administration, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Department of Economics and Business, University of Almería, Almería, Spain

    Juan Carlos Gázquez-Abad

  3. Department of Marketing, Tilberg University, LE Tilburg, The Netherlands

    Els Gijsbrecht

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Shannon, R. (2016). Contrasting Thai and Chinese Shopper Behavior and Satisfaction with PL Brands. In: Martínez-López, F., Gázquez-Abad, J., Gijsbrecht, E. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-39946-1_15

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