The Study of Behavior towards Private Label Products among Chinese Consumers in Shanghai

The research attempts to examine what marketing factors influence the behaviors toward private label products and consumers' purchasing intentions among Chinese consumers in Shanghai, China. Online questionnaires were distributed to 240 samples in Shanghai. Descriptive statistical analysis were adopted to investigate and interpret the results from the online survey. The findings of the study show that Chinese in Shanghai like to go shopping every week, and Walmart is the most favorite place to go shopping. For private label product use, 81.7% of the respondents used to experience private label products before. In this study also reveals some interesting information about Chinese respondents who used to purchase private labels, the most influence factor is that they believe the quality is value for money, however; for strongest factor influenced the not buying behavior is that they never heard any type of advertisement about private label products. Finally, apparel category held the lowest buying frequency compared to food and grocery category. Keywords: Private label, marketing factors, manufacturer brand, intention to buy private label product