CONSUMERS’ PERCEPTIONS TOWARDS INTERNATIONAL SUPERMARKET PRIVATE BRAND PRODUCTS

Year 2011, Volume: 3 Issue: 1, 271 - 280, 01.06.2011

May Chen Yap David Yoon Kin Tong Kim Piew Lai

Abstract

In recent year, we observed the rapid growth of international supermarkets chains like Tesco, Carrefour, Jusco, and Giant in Malaysia. These international supermarkets are capitalizing on local manufacturers to produce products of their own brand. No doubt this private brand product price could be as low as other local produce but pricing is not the only factor influencing local consumers purchase intention. In this paper, we set to investigate consumers’ perceptions on perceived price, perceived quality, confidence, social influence, and brand image towards international supermarket private brand products. Using Multiple Regressions, we found all factors significantly influence consumers purchase intention and price is the key factor that trigger purchase. These factors would provide international supermarkets to cater for local consumers’ demand

Keywords

Private brand, International supermarkets, product positioning

References

• Anchor, R. J., and Kourilova, T. (2009), “Consumer perception of own brands: international differences”, Journal of Consumer Marketing, Vo. 26 No. 6, pp. 449. P Quality
• Confidence S Influence B Image P Price P Quality 284 Confidence 441 409 S Influence 247 229 541 B Image 151 086 0.151 0.109