Paper Title
Malaysian Consumer�s Purchase Intentions Towards Private Labels

This research was conducted with a purpose of examining the relationship among Malaysian consumer�s purchase intentions towards private labels and the variables such as collectivism culture and consumer�s perceived risk. Two research hypotheses were proposed to attain research purpose. Consumers of famous retail stores (e.g. Tesco, Giant etc.) at Malaysian state (Selangor) were chosen as a sampling framework for this study. The assumed sample size was 400. The outcome shows that there was relationship found among all the given variables, which means that both of the research hypotheses were found to be supported. Index Terms� Marketing, Consumer, Purchase Intention, Branding, Private Labels