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• W98891284 abstract "Private brands play a critical role in retail strategy. This concept will helpretailers to outshine other retailers as well as compete effectively withmanufacturers. Yet, we hardly find research being conducted on Malaysians interestsin buying private brands. However, we have come across a number of studiesconcerning private brand proneness in other countries. Lately many researchregarding the relationship between private brand proneness and behavioural aspectsof consumers were carried out. The most recent research on this subject is conductedby Richardson et al., (1996a). This current research is done replicating theirconceptual framework.Our study augments prior research by building an integrated frameworkwithin which to view private brand proneness in the context of Malaysia, namely inthe Central Klang Valley area. This study was conducted by using non-probabilitysampling method. Reliability test was used to purify the data and to ensure internalreliability of the data from 200 respondents before factor analysis is used to reduce the data. The correlation among factors was tested by using Pearson correlationanalysis. From the findings we found that most of the consumers (78.6%) in theCentral Klang Valley area have bought private brands before but out of these only11 % can be considered as frequent private brand One positive sign here isthat we have about 46.7% consumers who have claimed to buy private brands oncein a while (sometimes). This group of consumers can be considered as potentialprivate brand buyers. Retailers can focus on this group of people as a new segment.These consumers need to be fed with more information about private brands in orderto remove their doubts on private brands. We also found that most of the privatebrand consumers are aged between 31-40 and in the range of monthly householdincome ofRM3,OOOto RM7,000.Perceptual factors are found to be influencing private brand proneness. Thesefactors include, familiarity with private brands, the extent to which consumers relyon external cues, perceived quality variation between national and private brands,perceived risk, perceived value for money, brand consciousness and finally theextent of consumer's intention in purchasing a private brand. GeneraJly speaking,most of the consumers in the Central Klang Valley area are still doubtful aboutprivate brands due to the limited information given to them in their decision-makingprocess. Marketers should create market awareness and provide more informationabout private brands through the implementation of various promotional activities.Marketing implications for retail strategies pertaining to private brand managementare also discussed" @default.
• W98891284 created "2016-06-24" @default.
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• W98891284 date "2000-01-01" @default.
• W98891284 modified "2023-09-24" @default.
• W98891284 title "Determinants of Private Brand Purchase in the Central Klang Valley Area" @default.
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