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The Effect of Culture on Private Label Purchasing Behaviour (A Comparative Studv of Supermarket Shoppers in the UK and China)

Guo, Liuchen (2010) The Effect of Culture on Private Label Purchasing Behaviour (A Comparative Studv of Supermarket Shoppers in the UK and China). Doctor of Philosophy (PhD) thesis, University of Kent. (doi:10.22024/UniKent/01.02.94387) (KAR id:94387)


In the light of both increasing competition and internationalization in retailing, consumer behavior has become an important determinant of the performance and development of international retailing. The use of private labels has increased significantly during the last decade and particularly during the most recent global economic recession. However, while the role and impact of private labels has been studied in a considerable depth in Western countries, particularly in the United Kingdom, it remains largely unexplored in other parts of the world, including China, a major economic and political force, culturally distinct from the rest of the world and where supermarkets are still in the early stages of development, in number, location, what they sell and how they sell.

The aim of this thesis is to investigate the impact of culture on the propensity of supermarket shoppers to purchase private label products, using a perceived risk framework from a cross-cultural perspective. A comparative study is undertaken of shoppers in Tesco, the world’s third largest grocery retailer, in the UK and China.

Structural equation modelling is used to test a conceptual model based on the theory of perceived risk and the core elements of Hofstede’s cultural dimensions.

The results show both similarities and differences in the two countries in the propensity of shoppers to purchase private label products, with cultural factors having a significant impact on their perceived risk.

Item Type: Thesis (Doctor of Philosophy (PhD))
DOI/Identification number: 10.22024/UniKent/01.02.94387
Additional information: This thesis has been digitised by EThOS, the British Library digitisation service, for purposes of preservation and dissemination. It was uploaded to KAR on 25 April 2022 in order to hold its content and record within University of Kent systems. It is available Open Access using a Creative Commons Attribution, Non-commercial, No Derivatives ( licence so that the thesis and its author, can benefit from opportunities for increased readership and citation. This was done in line with University of Kent policies ( If you feel that your rights are compromised by open access to this thesis, or if you would like more information about its availability, please contact us at and we will seriously consider your claim under the terms of our Take-Down Policy (
Subjects: H Social Sciences
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
SWORD Depositor: SWORD Copy
Depositing User: SWORD Copy
Date Deposited: 12 Jul 2023 11:40 UTC
Last Modified: 12 Jul 2023 11:41 UTC
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