Abstract:
Global finance crisis has dramatically affected global economy. The onset of inflation
drives the rising of living cost. The rise of private label market provides an alternative
selection for consumers during purchasing. Private label products provides low price
products but meet consumers' basic need and drives more consumers toward purchase of
the product. There are two-third of consumers around the world who believed that
private label product is better than other brands. However, there is limited research
regarding private label product in Malaysia. This research is a study focusing on the
factors influencing consumers' purchase intention toward private label product in Johor
Bahru, Malaysia. The study use questionnaires to obtain information rega.rding
consumers' purchase intention towards private label product and used convenience
sampling in selecting participants (n=
I 00) and location. The descriptive data paired t-test,
independent t-test, ANOVA, Pearson correlation and multiple linear regression were
conducted in analyzing the data.
