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AUTHOR(S): Djasriza Jasin, Khairi Aizat, Hanifah Moksin, Rammilah Hansaram, Hanita Sarah
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TITLE Factors Influencing Consumers’ Willingness to Purchase Private Label Brand in Klang Valley |
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ABSTRACT Although Private Label Brands (PLBs) have been available in Asia for over a quarter century, their rise has been modest. Consumers preferences towards branded product produce by manufacturer has dominated consumers preferences over the year. The pandemic situation and rise in inflation may change consumers behaviour towards branded products moving to patronizing PLBs. This study was conducted during pandemic hoping to understand consumers purchase intention towards Private label brand. The goal of this research is to figure out what elements influence consumers' propensity to buy Private Label Brands (PLBs) in Klang Valley, Malaysia, providing more input to hypermarkets and retailer with PLBs product to strengthen their brand image and profit. Five independent variables were tested, which includes perceived price, perceived quality, perceived risk, perceived value, and store image. In this research project, a quantitative survey was conducted. A total of 203 questionnaire were collected from consumers in Klang Valley hypermarkets. Results showed that price and perceive risk have no impact on the willingness of consumers to purchase PLBs with p while store image has the highest effects on consumers’ willingness to purchase PLBs. |
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KEYWORDS Private label brand, Perceived risk, perceived quality, perceived value, store image, price |
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Cite this paper Djasriza Jasin, Khairi Aizat, Hanifah Moksin, Rammilah Hansaram, Hanita Sarah. (2022) Factors Influencing Consumers’ Willingness to Purchase Private Label Brand in Klang Valley. International Journal of Economics and Management Systems, 7, 530-538 |
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