Consumer Characteristics Affecting Attitude towards Private Label among Residents in Bangkok, Thailand

Abstract

This research aims to 1) to study the how each type of consumer characteristics influenced attitudes towards private label products among Thai consumers, 2) to study the differences of the attitude towards private label products impacted by consumer socio-demographics (income) among Thai consumers, 3) to study the relationship between the attitude towards private label products and intention to buy them in three product categories (Food, Apparel and Grocery).The main focus in this study is only four of consumer characteristics including Price, Quality, Value consciousness and Financial Constraints. Both quantitative and qualitative methods were used in the study. Qualitative method was initially conducted to collect the data before designing the questionnaire, while quantitative method was used by questionnaire to collect the primary data for this research.  Online questionnaires were distributed to 240 samples in Bangkok. Correlation, Multiple Regression and Independent T-Test analysis were adopted to investigate and interpret the results from the online survey. The findings of the study show that quality consciousness, value consciousness and financial constraints are strong predictors for the attitude towards private label products for Thai respondents. Value consciousness and financial constraints showed positive relationship, while quality consciousness revealed negative relationship on attitude towards private label products. Moreover, attitude towards private label products was found out to be important background factors which affect the intention to buy private label products in food, grocery and apparel for the samples. Furthermore, the result shows that income are related to attitude towards private label products.

Keywords: Private label brands, consumer characteristics, attitude towards private label products, intention to buy private label products.