Consumers' perception, attitudes and purchase intention towards private label food products in Malaysia. Asian Journal of Business and Management Sciences, 2 (8). pp. 73-90. ISSN 2047-2528 (2012)
Abstract
The onset of inflation drives the rising of living cost. The rise of private label market provides an alternative selection for consumers during purchasing. There is very limited research regarding private label food product in Malaysia. This research focused on factors that may influence consumers’ intention to purchase private label food product in a state in Malaysia. Factors examined are extrinsic factors which include ‘perceived price’, ‘packaging’, ‘advertisement’ and ‘store image’; intrinsic factors (i.e. ‘perceived quality’, ‘perceived risk’ and ‘perceived value’) and consumers’ attitudes (in terms of trust, familiarity and perceived economic situation). All responses were collected by using questionnaire through convenience sampling (n=100). Data was analyzed to obtain descriptive statistics, comparing mean analysis (i.e. independent t-test and ANOVA) and other analyses (i.e. correlation analysis and multiple linear regressions). Result shows that ‘perceived value’ becomes prominent in consumers’ purchasing of private label brand food product, followed by other factors. Almost all independent variables are associated with purchase intention towards private label brand food products. The most significant factor that influencing consumers’ purchase intention towards private label food products are ‘consumers’ attitude’ and ‘perceived price’. Consumers’ past purchasing experience with the private label food products may also influence their perception towards price, packaging, store image and trust of those products. This study adds new knowledge regarding public purchasing behavior towards private label product. Retailers are anticipated to better understand the factors influencing the purchase and re-purchase intention of private label food products which could better improve the standard of private label food products in the local market.
| Item Type: | Article |
|---|---|
| Keywords: | Private label product, Purchase intention, Consumer attitude |
| Taxonomy: | By Subject > Applied Sciences > Food Technology |
| Local Content Hub: | Subjects > Applied Sciences |
| Depositing User: | Mohd Hafiz Kasirun |
| Date Deposited: | 21 Jul 2020 06:13 |
| Last Modified: | 21 Jul 2020 06:13 |
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