Usage of Private Label Brands Among Street Vendors in Thailand

Jiaranai Chaiyakarn Zheng and Randall Shannon ()
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Jiaranai Chaiyakarn Zheng: Ubon Ratchathani University
Randall Shannon: College of Management, Mahidol University (CMMU)

A chapter in Advances in National Brand and Private Label Marketing, 2018, pp 23-26 from Springer

Abstract: Abstract Despite 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 behavior; Street vendors; Bangkok; Thailand (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-92084-9_4

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DOI: 10.1007/978-3-319-92084-9_4

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