Factors affecting consumer buying behaviour towards private label brand products : a case study of Saigon Co.op | |
| Author | Vo Hoang Anh |
| Call Number | AIT Proj. no.EMBA-VN-16-18 |
| Subject(s) | Cooperation--Consumer behavior--Vietnam--Case studies Cooperative societies--Consumer behavior--Vietnam--Case studies |
| Note | A project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration (Executive) in International Business – Management of Technology (VN) |
| Publisher | Asian Institute of Technology |
| Abstract | Saigon Co.op is a typical trading co-operative in Vietnam. Since 2004, Saigon Co.op always has been the biggest retailer in Vietnam. The core of the company’s business is retail. Saigon Co.op’s supermarket chain named Co.opmart has spread all over Vietnam with 83 supermarkets. Turnover from retail is accounted for over 98% of total sales. Understanding the changing of market, Saigon Co.op continuously innovates and develops to meet the demand of customers and maintain the competitive advantage. One of core strategies of Saigon Co.op is focusing on private label product. This study attempts to explore the buying behavior of customers toward private label products through the answer of 179 customers who often buy products at Co.opmart supermarket chain. The result demonstrates that product, price, promotion, retailer’s brand and store image have positive impact to buying behavior. |
| Year | 2016 |
| Type | Project |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Bechter, Clemens (Co-chairperson);Badir, Yuosre (Co-chairperson) |
| Examination Committee(s) | Swierczek, Fredric William;Tocquer, Gerard |
| Scholarship Donor(s) | Saigon Co.op, Vietnam |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2016 |