Factors influencing consumers' purchase intention toward private label product in Johor Bahru, Malaysia

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.