The Effect of Price, Quality and Store Loyalty on Malaysian Consumerís Private Label Brand (PLB) Purchase Intention
The purpose of the research is to examine the relationship between consumerís Private Label Brand (PLB) purchase intention and the variable such as store loyalty, price and quality. For the achievement of this purpose, three research hypotheses were proposed examining the relationship of consumerís purchase intentions towards private labels and the other research variables (price, quality and store loyalty). The sampling framework of this survey based study consist of Malaysian shoppers who usually engaged themselves to purchase from famous retail stores (e.g. Giant, Tesco etc.) of Selangor state. The sample size was assumed as 400. The outcome shows that there was relationship found among all the given variables, which means that all three research hypothesis were found to be supported.
Index Terms- Marketing, Consumer, Purchase Intention, Branding, Private Labels