Citation

Fong, Stany Wee Lian and Ismail, Hishamuddin and Kian, Tan Pei and Kamaruddin, Nur Izaitun (2024) Implication of Characteristic-Based Adoption Model to Private Label Product in Malaysian Hypermarket. PaperASIA, 40 (6b). pp. 289-298. ISSN 0218-4540

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Abstract

The rise of private label products has reshaped retail landscapes globally, challenging the dominance of national brands across various sectors, particularly in fast-moving consumer goods and groceries. While PLs have gained substantial market share in regions like Europe and North America, their adoption in developing markets, such as Asia, remains limited. Attempts to replicate European PL success in Asia have often faltered, highlighting the need for tailored approaches to navigate unique market dynamics. Fong and partners proposed a characteristic-based adoption model specifically for PL products in Malaysian hypermarkets, emphasizing the importance of understanding consumer responses through the perspective of Diffusion of Innovation theory. This study aims to explore the implications of Fong and partners’ model in Asian hypermarkets, offering insights to enhance PL market share. By examining the applicability of this model in the Malaysian context, this research contributes to a deeper understanding of PL adoption dynamics in developing markets and informs strategies for retailers to compete effectively in these environments.

Item Type:	Article
Uncontrolled Keywords:	Private Label Product
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	13 Jan 2025 06:06
Last Modified:	13 Jan 2025 06:06
URII:	http://shdl.mmu.edu.my/id/eprint/13330

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