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Usage of Private Label Brands Among Street Vendors in Thailand

  • Jiaranai Chaiyakarn Zheng
  • Randall Shannon
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)

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 

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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Jiaranai Chaiyakarn Zheng
    • 1
  • Randall Shannon
    • 2
  1. 1.Faculty of Management ScienceUbon Ratchathani UniversityUbon RatchathaniThailand
  2. 2.College of Management, Mahidol University (CMMU)BangkokThailand

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