Private-label grocery shopping attitude and behaviour: A cross-cultural study
Private-label grocery shopping attitude and behaviour: A cross-cultural study
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自有品牌杂货购物态度和行为：跨文化研究
DOI：
10.1057/palgrave.bm.2540240
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发表时间：
2005
影响因子：
4.1
通讯作者：
Rujirutana Mandhachitara
中科院分区：
文献类型：
--
作者：
Randall Shannon;Rujirutana Mandhachitara
尽管西方国家，特别是英国和欧洲主要国家，对自有品牌食品杂货品牌的营销现象进行了相当深入的研究，但在开发远东市场方面却并非如此，部分原因可能是现有的零售模式一直不利于它们的增长。最近自有品牌杂货品牌在其中一个市场(泰国)的大规模推出，为人们提供了一个机会，质疑为什么这些品牌在许多东方国家经历了一个不确定的开端。本研究试图通过对美国堪萨斯州威奇托和泰国大曼谷普拉卡农-邦纳的居民进行同步调查，了解与自有品牌食品杂货购物相关的态度和行为因素。
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.