Thesis topic: EVALUATING CUSTOMERS’ INTEREST TOWARDS PRIVATE BRAND OF BIG C SUPERMARKET :WOW, IN FAST-CONSUMING COMMODITIES MARKET, CASE STUDY ON HO CHI MINH CITY.
The most prestige supermarkets in Vietnam those have financial strength, wide distribution systems and the number of customers fairly "enormous", which must include: Metro Cash & Carry Vietnam, BigC, and especially, BigC, are trying to develop and expand private brand in order to progress into the market. Most of private branded products are essential consuming goods such as processed food, frozen seafood, cosmetics and apparel. The advantages of this kind of products are : they are cheaper than the same products from 10% to 30%; because distributors located directly to the providers and it produces a large amount of goods for a specific segmentation. After a period of time BigC launched the private brands WOW, some of the individual products have attracted the attention of a large consumers. It's a good premise to develop its private brands and expand in many kinds of products with private brandnames. However, there are still many controversies about the quality and image of the private brand products from BigC, the matter that whether customers are truly believe and actually buy its product labled private brand or how they evalute the private brand- label products of BigC are still un revealed by any offical research study. As consequences, this research is crucial to meet that requirement. The purpose of this thesis is to investigate and evaluate customer's interest and responses towards the private brand developed by BigC supermarket and based on the result, give out some recommendations to improve the purchase intention of the consumers to its private brands, so that, the private brands can truly be the key to creating a healthy competition for providers, providing more opportunities for consumers to choice goods and successfully building a good image for BigC. Research Objective:...
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