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Private Labels in China - Case Studies of RT-Mart and ICA
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Private labels have been developing in Europe for a long time, but China is still in the primary stage. Compared with the developed countries, Chinese retail enterprises, especially supermarkets, have a lower level of their private label development. With the expansion of Chinese retail business, private labels have been adopted by more and more enterprises. However, the existing supermarkets’ private labels are not well known to Chinese consumers. The purpose of this study is to compare the different opinions regarding private labels from Chinese young consumers and Swedish young consumers towards RT-Mart and ICA respectively. Both the Chinese supermarket RT-Mart and the Swedish supermarket ICA have a large number of stores and quite a lot of influences in the local area. This study uses a case study method to study from the perspective of the consumer. This paper first introduces the background of private labels, and then analyzes the actual situation of ICA and RT-Mart. From the consumer perspective, we studied the different ideas of young consumers in two countries on their private labels. The analysis is based on young consumers of different nationalities.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Private Labels (PLs), RT-Mart, ICA, China, Sweden, Retail
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-14001OAI: oai:DiVA.org:hb-14001DiVA, id: diva2:1201139
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2018-04-27 Created: 2018-04-24 Last updated: 2018-04-27Bibliographically approved

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HT2017BBA02(919 kB)147 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf