Proceedings | Marketing area | Year 2018 | |
Usage of Private Label Brands Among Street Vendors in Thailandby Jiaranai Chaiyakarn Zheng; Randall Shannon | |
NB&PL International Conference 2018 in
Bacelona, Spain July 2018 |
AbstractDespite aggressive attempts to develop and market private label brands by retailers in Thailand, acceptance remains low. If used as an ingredient, private labels could be a lower cost alternative to national brands and the end user would likely never know the difference. This study explores usage of private label brands among street vendors in Bangkok, Thailand.
Keywords: private label, Asia, consumer behaviour, street vendors, Bangkok, Thailand |