Characteristic-based adoption model of private label product in Malaysian hypermarket
The challenges faced by private label products in developing markets, particularly in Asia, stem from two significant factors: a lack of trust among Asian consumers towards private label brands and retailers' attempts to directly replicate the European private label model in the Asian market. E...
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| Format: | Thesis |
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2023
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| Summary: | The challenges faced by private label products in developing markets, particularly in Asia, stem from two significant factors: a lack of trust among Asian consumers towards private label brands and retailers' attempts to directly replicate the European private label model in the Asian market. Existing private label literature has predominantly focused on consumers' buying behavior, attitudes, and preferences, with more attention given to developed markets than developing ones. To improve market share and successfully penetrate developing markets, retailers need a deeper understanding of how to address private label brand trust issues and prioritize the adoption and diffusion of private labels in these regions. This study takes a unique approach compared to previous research on private labels by focusing on three main aspects: (1) Extending the characteristic-adoption model of the Diffusion of Innovation theory to the private label product category, (2) Investigating private label as an innovation among non-users in developing markets, and (3) Introducing a trust-based commendation to complement 'brand trust' as a new innovation characteristic in the Diffusion of Innovation literature. This study has also enhanced the Diffusion of Innovation methodology by placing emphasis on the novelty of the innovation when collecting data from respondents. This approach aligns with Rogers' assertion that information about innovation characteristics is most valuable when obtained before or concurrently with respondents' adoption decisions. The focus of the Diffusion of Innovation research must be on non-adopters to meet the criteria of novelty. |
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