Purchase behavior of retailer own brand label products

• Nor Azila Mohd Noor, Tunku Nur Atikhah Tunku Abaidah Othman Yeop Abdullah Graduate School of Business, University Utara Malaysia, 06010 Sintok, Kedah, Malaysia

Palabras clave: Retail, Store, Branding, Image, Quality

Resumen

This study was conducted to examine the influences of consumers’ perceptions on perceived value, perceived quality, perceived low price and store image on purchase behavior of retailers' own-brand products. The study was conducted at three main retail stores involving 130 respondents. Mall intercept survey method was used as a data collection method. Using Smart PLS, data were analyzed. The results showed that perceived quality, perceived low price and store image were positively related to the purchase behavior of retailers' own brands. In conclusion, the perceived value was discovered to be non- significantly related to purchase behavior of retailers' own brands.