1. Introduction....................

1. Introduction.............................................................................................................................................................1
1.1. Background ................................................................................................................................1
1.1.1. Consumer behaviour ........................................................................................................1
1.2. Private Label Brand..................................................................................................................2
1.2.1. ICA Super market-PLBs....................................................................................................3
1.2.2. ICA Basic..............................................................................................................................3
1.3. Problem discussion ..................................................................................................................3
1.4. Purpose of this Research:........................................................................................................4
1.5. Research question.....................................................................................................................4
1.6. Target Groups ............................................................................................................................5
1.7. Delimitations .............................................................................................................................5
2. Literature Reviews & Theoretical Framework.....................................................................................6
2.1 Previous studies ........................................................................................................................6
2.2 Theoretical framework............................................................................................................6
2.3 Branding .....................................................................................................................................8
2.3.1 Definition of brand............................................................................................................8
2.3.2 Branding strategies ..........................................................................................................8
2.3.3 Brand Equity ......................................................................................................................9
2.3.4 Brand Awareness ............................................................................................................10
2.3.5 Brand familiarity.............................................................................................................11
2.4 Perceptions ..............................................................................................................................13
2.4.1 Perceived Price................................................................................................................13
2.4.2 Perceived Quality............................................................................................................14
2.4.3 Perceived Risk .................................................................................................................15
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2.4.4 Perceived Value...............................................................................................................16
2.5 Satisfaction & Dissatisfaction ...............................................................................................17
2.6 Attitude .....................................................................................................................................18
2.7 Intention ...................................................................................................................................19
2.8 Demographic factors ..............................................................................................................20
2.8.1 Age......................................................................................................................................20
2.8.2 Gender ...............................................................................................................................20
2.8.3 Income...............................................................................................................................20
3. Methodology ......................................................................................................................................................... 21
3.1 Choice of the topic...................................................................................................................21
3.2 Research approach .................................................................................................................21
3.3 Data collection.........................................................................................................................22
3.3.1 Secondary data ................................................................................................................22
3.3.2 Primary Data....................................................................................................................22
3.4 Survey........................................................................................................................................24
3.5 Snow ball Sampling.................................................................................................................26
3.6 Research criteria: Validity and reliability..........................................................................27
4. Empirical Findings and Analysis ............................................................................................................... 29
4.1 ICA Basic....................................................................................................................................29
4.2 Interview data..........................................................................................................................29
4.2.1 Interview with ICA store manager...............................................................................29
4.2.2 Interview with ICA Private Label Manager ................................................................30
4.3 Survey data & analysis ...........................................................................................................31
4.3.1 Brand and related factors..............................................................................................34
4.3.2 Brand familiarity.............................................................................................................37
4.3.3 Brand equity, branding strategies ...............................................................................42
4.3.4 Risk Perception ...............................................................................................................44
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4.3.5 Price Perception..............................................................................................................46
4.3.6 Perceived Quality............................................................................................................47
4.3.7 Perceived Value...............................................................................................................51
4.3.8 Satisfaction .......................................................................................................................52
4.3.9 Demographic factor of buying PLBs (ICA Basic) .......................................................53
4.3.10 Attitude .............................................................................................................................55
4.3.11 Purchase intention..........................................................................................................57
4.3.12 Are consumers willing to pay for more?.....................................................................59
4.4 Analysis and Findings Summary ..........................................................................................60
5. Conclusions............................................................................................................................................................ 63
5.1 Conclusion of the study..........................................................................................................63
5.2 Recommendation and future researches ...........................................................................64
5.3 Managerial Suggestion...........................................................................................................65
6. Bibliography ......................................................................................................................................................... 66
Reference from interviews................................................................................................................71
Reference from websites

Kết quả (Việt) 1:

1. Introduction............................................................................................................................................................. 11.1. Background ................................................................................................................................ 11.1.1. Consumer behaviour ........................................................................................................ 11.2. Private Label Brand.................................................................................................................. 21.2.1. ICA Super market-PLBs.................................................................................................... 31.2.2. ICA Basic.............................................................................................................................. 31.3. Problem discussion .................................................................................................................. 31.4. Purpose of this Research:........................................................................................................ 41.5. Research question..................................................................................................................... 41.6. Target Groups ............................................................................................................................ 51.7. Delimitations ............................................................................................................................. 52. văn học đánh giá & lý thuyết miêu... 62.1 Previous studies ........................................................................................................................ 62.2 Theoretical framework............................................................................................................ 62.3 Branding ..................................................................................................................................... 82.3.1 Definition of brand............................................................................................................ 82.3.2 Branding strategies .......................................................................................................... 82.3.3 Brand Equity ...................................................................................................................... 92.3.4 Brand Awareness ............................................................................................................ 102.3.5 Brand familiarity............................................................................................................. 112.4 Perceptions .............................................................................................................................. 132.4.1 Perceived Price................................................................................................................ 132.4.2 Perceived Quality............................................................................................................ 142.4.3 Perceived Risk ................................................................................................................. 15`2.4.4 Perceived Value............................................................................................................... 162,5 sự hài lòng của & sự không hài lòng... 172.6 Attitude ..................................................................................................................................... 182.7 Intention ................................................................................................................................... 192.8 Demographic factors .............................................................................................................. 202.8.1 Age...................................................................................................................................... 202.8.2 Gender ............................................................................................................................... 202.8.3 Income............................................................................................................................... 203. Methodology ......................................................................................................................................................... 213.1 Choice of the topic................................................................................................................... 213.2 Research approach ................................................................................................................. 213.3 Data collection......................................................................................................................... 223.3.1 Secondary data ................................................................................................................ 223.3.2 Primary Data.................................................................................................................... 223.4 Survey........................................................................................................................................ 243.5 Snow ball Sampling................................................................................................................. 263,6 nghiên cứu tiêu chí: hiệu lực và độ tin cậy... 274. Empirical Findings and Analysis ............................................................................................................... 294.1 ICA Basic.................................................................................................................................... 294.2 Interview data.......................................................................................................................... 294.2.1 cuộc phỏng vấn với quản lý cửa hàng ICA... 294.2.2 phỏng vấn với ICA riêng nhãn Manager... 304.3 Survey data & analysis ........................................................................................................... 314.3.1 Brand and related factors.............................................................................................. 344.3.2 Brand familiarity............................................................................................................. 374.3.3 thương hiệu công bằng, xây dựng thương hiệu chiến lược... 424.3.4 Risk Perception ............................................................................................................... 44`4.3.5 Price Perception.............................................................................................................. 464.3.6 Perceived Quality............................................................................................................ 474.3.7 Perceived Value............................................................................................................... 514.3.8 Satisfaction ....................................................................................................................... 524.3.9 tăng trưởng dân số yếu tố của mua PLBs (ICA cơ bản)... 534.3.10 Attitude ............................................................................................................................. 554.3.11 Purchase intention.......................................................................................................... 574.3.12 là người tiêu dùng sẵn sàng trả cho nhiều hơn nữa... 594.4 phân tích và tóm tắt kết quả... 605. Conclusions............................................................................................................................................................ 635.1 Conclusion of the study.......................................................................................................... 635.2 đề nghị và nghiên cứu trong tương lai... 645.3 Managerial Suggestion........................................................................................................... 656. Bibliography ......................................................................................................................................................... 66Reference from interviews................................................................................................................ 71Tài liệu tham khảo từ các trang web

Kết quả (Việt) 2:

1.
Lý lịch
Hành vi tiêu dùng
Nhãn hiệu riêng
ICA Siêu
ICA
Thảo luận vấn đề
Mục đích của việc này
nghiên cứu
Các nhóm mục tiêu
Phân định
Văn học & Nhận xét ​​lý thuyết khung ............................................. ........................................ 6
2.1 Các nghiên cứu trước
Lý thuyết
Xây dựng thương hiệu
Định nghĩa của
Chiến lược thương hiệu
Brand Equity
Nhận thức về thương hiệu
Nhãn hiệu
Nhận thức
Lĩnh hội
Lĩnh hội
Rủi ro nhận thức Lĩnh hội Sự hài lòng & Sự không hài lòng ............................................... ................................................ 17 2.6 thái độ Chủ ý Yếu tố nhân khẩu Tính Phương pháp học 21 3.1 Lựa chọn các Phương pháp nghiên cứu Dữ liệu Dữ liệu thứ cấp Sơ cấp Quả cầu tuyết Nghiên cứu các tiêu chí: Tính giá trị và độ tin cậy ............................................ .............................. 27 4. Kết quả nghiên cứu thực nghiệm và phân tích 29 4.1 ICA Phỏng vấn Phỏng vấn quản lý cửa hàng ICA ............................................. .................................. 29 4.2.2 Phỏng vấn ICA nhãn hiệu riêng quản lý ...... .................................................. ........ 30 4.3 Dữ liệu & phân tích Khảo sát Nhãn hiệu và liên quan Nhãn hiệu Vốn chủ sở hữu thương hiệu, chiến lược thương hiệu ............................................. .................................. 42 Perception 4.3.4 Rủi ro Giá Lĩnh hội Lĩnh hội Sự hài lòng Yếu tố nhân khẩu học của PLBs mua (ICA Basic) ......................................... .............. 53 4.3.10 Attitude Mua Là người tiêu dùng sẵn sàng trả thêm? .......................................... ........................... 59 4.4 Phân tích và phát hiện Tóm tắt ................. .................................................. ....................... 60 5. 63 5.1 Kết luận của Khuyến nghị và nghiên cứu trong tương lai .............................................. ............................. 64 5.3 Quản lý Tài liệu tham khảo 66 Tài liệu tham khảo từ từ các trang web