ABSTRACTA Study on Private Brand Preference in Korean Discount Store Zhang, ShuoDepartment of International BusinessGraduate School of Woosuk University The expansion of private brand is a global trend. Private brand has contributed to a growing proportion of the total sales of Korean large scale discount stores, and this proportion will increase even larger in the future. In this research, related factors affecting the private brand preference have been studied. We take the customers of local large discount stores as the object of investigation. Firstly, we review the previous study about private brand, then we put forward some hypothesis on the factors affecting private brand preference, and finally, we verify the hypothesis based on empirical analysis. The result of this research shows that the several factors affecting private brand preference are: discount store preference, perceived quality, price consciousness, price information and product information. We use regression analysis to study the influences of these five factors on the private brand preference, taking the five factors as independent variables and the preference of discount store as dependent variables. The conclusion from this analysis is that, the influences of five factors are in the following order (from the largest to the smallest): discount store preference factor, perceived quality factor, price consciousness factor, price information factor and product information factor. Among these factors, the discount store preference factor, the perceived quality factor and the price consciousness factor have shown much significance within a level of 5% riskiness. Therefore, by managing the five factors affecting the private brand preference of discount store, one can establish certain strategies to promote private brand preference. Considering the location and the product studied, and the method of sampling used in this study, the conclusion drawn from this research could be applied for more generalized cases.