| Author | Sujin Rattanajareet |
| Call Number | AIT RSPR no.SM-05-88 |
| Subject(s) | House brands--Decision making--Thailand
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| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-05-88 |
| Abstract | The objective of this research is to understand reasons to enter to private label and study the strategic decision making stages and their determinants for private label introduction of leading hypermarkets in Thailand. The research attempts to make a comparison between private label introduction determinant factors considered in Thai practice and those considered in the Western. In the process, it also provides insight comparison of determinant factors among each studied hypermarket. The conceptual framework evaluated from the combination the literature review of private label introduction determinant factors and accumulated knowledge of the author. The primary data was gathered from interviewing with managers of Tesco, Carrefour and Makro. The result suggested sales volume, brand sensitivity and gross margin were factors for product selection. Contribution difference, economies of scales and other relevant factors were considered in investment feasibility. Regarding supplier identification and selection, all hypermarkets selected only one qualified third-party supplier per product item and most of them were more concerned on quality aspect and product capacity than low price, exclusive status and packaging collaboration. Finally, this research provides several evidences advising that private label is a strategic approach for long-term profitability. |
| Year | 2005 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-05-88 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Venkatesh, Sundar |
| Examination Committee(s) | Singha Chiamsiri;
Tang, John C.S. |
| Scholarship Donor(s) | HM. King of Thailand |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2005 |