Factors influencing consumer's willingness to purchase private label brands

Rosli, Nabihah Nasha (2019) Factors influencing consumer's willingness to purchase private label brands. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The growth of Private Label Brands (PLBs) has been moderate in spite of the fact that they have been accessible in Asia for the past 25 years. There are many variables that affect the readiness of the consumer to buy PLBs. This dissertation investigates Malaysian consumers and why some of them are willing to purchase PLBs, while others do not. The purpose of this dissertation is to identify the factors that influence consumer's willingness to purchase Private Label Brands (PLBs) in Melaka City, Malaysia. In this research, there are five factors to be examined: perceived price, perceived quality, perceived risk, perceived value, and store image. This research study was completed by using quantitative method. Quantitative studies were conducted in this study and 384 questionnaires were distributed to consumers in the supermarket in Melaka City using simple sampling. Questionnaire is the main research tool for data collection. The analysis method used were descriptive statistic and multiple linear regression for the purpose of the hypothesis through the Statistical Package for Social Science (SPSS). The findings show that there has a significant relationship between perceived price, perceived quality, perceived risk and perceived value in consumer's willingness to purchase private label brands.

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