Examination of factors moderating the success of private label brands: a study of the packaged food market in China.

摘要

The major objective of this study was to explore how different determinants of perceived risk help explain variations in purchasing preferences for national brands vs. private label brands (PLB) of the packaged food market in urban China. The Chinese packaged food market was selected because it is one of the most rapidly growing markets in the world. Following a description of the Chinese market, a conceptual framework is built by combining PLB literature with searching vs. experience, price consciousness and product quality literature. Using data collected in GuangZhou, Shenzhen, and Shanghai cities, both their direct and indirect effects were found. In support of theory-based expectations: PLB purchase in a category increases when consumers perceive reduced consequences of making a mistake in brand choice in that category; when that category has more search than experience characteristics; and the consumers' degree of price consciousness in that category (including lower incomes, high tendency to select a good deal and a decreased belief in a price-quality association). Results are discussed in the light of managerial and theoretical implications, especially the important role played by 'experience' attributes leading consumers to favour national brands over PLB.