Private-label grocery shopping attitude and behaviour: A cross-cultural study

Abstract

While the marketing phenomenon of the private-label grocery brand has been studied in considerable depth in Western countries, particularly in Britain and major parts of Europe, this has not been the case in developing Far Eastern markets, perhaps in part because the established retail formats have not been conducive to their growth. The recent broad-scale introduction of private-label grocery brands in one of these markets (Thailand), provides an opportunity to question why such brands have experienced an uncertain start in many Eastern countries. This study attempts to understand the attitudinal and behavioural factors associated with private-label grocery shopping through simultaneous surveys conducted among residents of Wichita, Kansas, USA and Prakanong-Bangna in Greater Bangkok, Thailand.