Consumers' attitudes towards private-label and national brands : an empirical study for toilet-tissue product in Thailand | |
| Author | Krisupang Anantavanich |
| Call Number | AIT RSPR no.SM-07-93 |
| Subject(s) | Toilet paper--Thailand Consumers--Thailand--Attitudes |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | The importance of private-label brands has greatly increased over past decades, and private-label products have gone through various stages over time since their first appearance in the marketplace. Presently, consumers are more likely than ever before to choose private-label brands in comparison to national brands. Hence, private label or house brand is all threats to brand names since it offers an alternative to the consumer, usually with a different value proposition, often at a lower price. In order to analyze the product level, this research study will have its main focus on only a specific product. And, toilet-tissue product is focused on because it is one of the product categories that private-label brands reach the top-three highest level of market share. This research study is aimed to study consumers' perceptions on private-label brands as well as the influential factors of consumers in choosing branded toilet paper, and to develop some recommendations for national-brand manufacturers in their efforts to respond to the private-label brands threat. This research started from interviewing some consumers in order to get some attitudes towards private-label brands and the influential factors that consumers take into account when choosing branded toilet-tissue. After finding out that there are two effects (direct and indirect) that the influential factors (price, brand, perceived quality, packaging, and advertisement) have an influence on consumers' purchasing decision, questionnaire as well as blind test have been conducted in order to examine hypotheses. The findings show that decision-making in purchasing branded toilet paper got direct effects from brand, advertisement, and store reputation. Brand and advertisement factors encourage consumers to purchase branded toilet paper more while a store-reputation factor influences consumers to select branded toilet paper less. It is the task of branding, advertising, and store reputation to create this emotional added value to products. The research finishes with a set of recommendations for national-brand manufacturers on how to confront the growing strength of private-label brands. |
| Year | 2007 |
| 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) | Beise-Zee, Rian; |
| Examination Committee(s) | Dimmitt, Nicholas J.;Sununta Siengthai; |
| Scholarship Donor(s) | Royal Thai Government Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2007 |