A study of factors that drive consumers to purchase the private label brands of 7-eleven in Thailand.

Abstract

The purpose of this paper is to identify the factors that can drive consumers to purchase the private label brands (PLBs) of 7-Eleven in Thailand, in order to find an effective marketing strategy for attracting consumers. The data were derived from online questionnaires which were randomly distributed and acquired the sample size of 77 respondents. Most of the respondents are office workers who work in Sathorn road, where there are a number of 7-Eleven convenience stores located. The findings of this research demonstrate that price and brand factors have some relations toward purchase intention of the PLBs of 7-Eleven. Price conscious consumers are more likely to purchase the PLBs of 7-Eleven in Thailand. On the other hand, brand conscious consumers are less likely to purchase the PLBs of 7-Eleven in Thailand. Moreover, the study found that there are other factors besides price, quality, brand, value, and store image that can motivate shoppers to buy the consumer product which is the store location and convenience to visit.

KEY WORDS: Private label brand / 7-Eleven / Thailand / Purchase Intention / Retail stores