Open Access

Downloads

Download data is not yet available.

Abstract

Private labels have attracted practioners as well as academics around the world in the past several years. In Vietnam, supermarkets have considered private labels as a key branding strategy. However, they are still under-investigated in the market. For that reason, this study attempts to examine the influence of some key factors such as price consciousness, smart shopper self-perception, supermarket image, and consumer innovativeness on attitude towards private labels. A convenience sample of 196 interviewed shoppers in Ho Chi Minh City was used to test the model. The findings indicate that four hypotheses were supported, in which price consciousness has the strongest impact on attitude towards private labels whereas smart shopper self-perception has a least impact.



Author's Affiliation
Article Details

Issue: Vol 18 No 3 (2015)
Page No.: 93-104
Published: Aug 30, 2015
Section: Economics, Law and Management - Research article
DOI: https://doi.org/10.32508/stdj.v18i3.863

 Copyright Info

Creative Commons License

Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

 How to Cite
Nguyen, T. (2015). Perception and attitude of Vietnamese shoppers towards private labels. Science and Technology Development Journal, 18(3), 93-104. https://doi.org/https://doi.org/10.32508/stdj.v18i3.863

 Cited by



Article level Metrics by Paperbuzz/Impactstory
Article level Metrics by Altmetrics

 Article Statistics
HTML = 1971 times
Download PDF   = 1448 times
Total   = 1448 times