Examination of Factors Moderating the Success of Private Label Brands: A Study of the Packaged Food Market in China

Autor:	Chi-Shiun Lai, Huei-Chen Hsu
Rok vydání:	2008
Předmět:	Marketing media_common.quotation_subject Mistake Advertising Purchasing Risk perception Private label Conceptual framework Quality (business) Product (category theory) Business Business and International Management China Food Science media_common
Zdroj:	Journal of Food Products Marketing. 14:1-20
ISSN:	1540-4102 1045-4446
DOI:	10.1080/10454440801986256
Popis:	The major objective of this study is to explore how different determinants of perceived risk help explain variations in purchasing preferences for national brands versus private label brands (PLB) of the packaged food market in urban China. We selected the Chinese packaged food market because it is “one of the most rapidly fastest growing markets” in the world (Wu & Deng, 2002). Following a description of the Chinese market, we build our conceptual framework by combining the PLB literature with searching versus experience, price consciousness, and product quality literature. Using the data we collected in GuangZhou, Shenzhen, and Shanghai cities, we find both their direct and indirect effects. Supporting theory-based expectations, we find that (1) PLB purchase in a category increases when consumers perceive reduced consequences of making a mistake in brand choice in that category; (2) when that category has more “search” than “experience” characteristics; and (3) consumer's degree of price consci...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::995771331be1f8e83541cbcb052f61ed https://doi.org/10.1080/10454440801986256 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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