1. A Study of Purchasing Intention of Private Label Brands in Malaysia
- Author
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Boon, Lim Kah, Fern, Yeo Sook, and Meng, Yong Wei
- Subjects
Business - Abstract
Purpose: Today's private label brands growing rapidly around the world. Private label brands can be seen in almost every category of consumer product due to the entry barriers of consumer goods industry became lower and easy to access manufactures. Thus, this has making the market become more and more competitive among private label companies. Furthermore, the acceptance rate of private label brands among the Malaysian are still relatively low. Hence, the main purpose of this research is to investigate the factors that influence the purchase intention of consumers towards private label brands.Design/methodology/approach: Price, perceived quality, store image, brand image and perceived risk are the independent variables and purchase intention of private label brand product is the dependent variable in this study. A set of self-administered questionnaire has been distributed to 200 targeted respondents in Malaysia for data collection purpose. The data are entered into SPSS version 25 and followed by using PLS-SEM 3.2.7 for hypothesis testing purpose.Findings: The hypothesis result showed that perceived quality, price and store image have significant influence on the purchasing intention of private brand products.Research limitations/implications: The result of this study able to provide knowledge for students and people who plan to start up a private label brand business, ensure them do not repeat the same mistake on making strategic decisions. This study also able to explain the factors that cause the low acceptance rate of private label brands in Malaysia.Originality/value: To the author's knowledge, this is the first methodological study which include the five independent variables to evaluate the purchasing intention of private label brands that conducted in Malaysia.Keywords: Private Label Brands, Purchase Intention, Perceived Quality, Price, Store Image, IntroductionPrivate label brand is a brand owned by a company but the products, goods and services are manufactured or provided by other manufacturer company. Private label goods and services are [...]
- Published
- 2018