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Consumer purchase intention towards store brands in Penang

Emerging store brands in the market is one of opportunities given to the marketers in marketing their products. Store brands provide more choices and alternative to consumers at a cheaper price compared to national brands. However, store brands in Malaysia are still experiencing a low market share....

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Main Author: Foong, Yinn Mean
Format: Project Paper Report
Language:English
Published: 2018
Online Access:http://psasir.upm.edu.my/id/eprint/89761/1/FP%202018%2046%20IR.pdf
http://psasir.upm.edu.my/id/eprint/89761/
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spelling my.upm.eprints.897612021-06-18T02:54:55Z http://psasir.upm.edu.my/id/eprint/89761/ Consumer purchase intention towards store brands in Penang Foong, Yinn Mean Emerging store brands in the market is one of opportunities given to the marketers in marketing their products. Store brands provide more choices and alternative to consumers at a cheaper price compared to national brands. However, store brands in Malaysia are still experiencing a low market share. The main purpose of this study was to identify factors that influencing consumers’ purchase intention towards store brands in Penang. 391 respondents had participated in the study, they were chosen by using convenience sampling method. Data was collected through conducting questionnaire survey. Descriptive analysis was used to understand consumers’ demographic profile and their familiarity towards store brands. The demographic profile measured included gender, age, race, marital status, educational level, occupation, number of household members and personal income per month. Furthermore, in order to understand the pattern of consumers’ response towards the variables, median was generated. Ordinal regression analysis was carried out to determine the relationship between factors influence consumers purchase intention towards store brands and determine the factor which has the greatest impact on consumer purchase intention towards store brands. Finding shows that majority of the respondents understand the existence of store brand but they seldom purchase it. The result also showed that perceived value, perceived quality and subjective norm were the factors that will influence consumers’ purchase intention towards store brand. Among three of these factor, perceived value was the most significant factor that will influence consumers’ purchase intention towards store brands. Therefore, marketers should further invest in creating value for consumers because most of the consumers are value sensitive. With reasonable money spent, they can get big value, this is what consumers looking for. 2018 Project Paper Report NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/89761/1/FP%202018%2046%20IR.pdf Foong, Yinn Mean (2018) Consumer purchase intention towards store brands in Penang. [Project Paper Report]
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description Emerging store brands in the market is one of opportunities given to the marketers in marketing their products. Store brands provide more choices and alternative to consumers at a cheaper price compared to national brands. However, store brands in Malaysia are still experiencing a low market share. The main purpose of this study was to identify factors that influencing consumers’ purchase intention towards store brands in Penang. 391 respondents had participated in the study, they were chosen by using convenience sampling method. Data was collected through conducting questionnaire survey. Descriptive analysis was used to understand consumers’ demographic profile and their familiarity towards store brands. The demographic profile measured included gender, age, race, marital status, educational level, occupation, number of household members and personal income per month. Furthermore, in order to understand the pattern of consumers’ response towards the variables, median was generated. Ordinal regression analysis was carried out to determine the relationship between factors influence consumers purchase intention towards store brands and determine the factor which has the greatest impact on consumer purchase intention towards store brands. Finding shows that majority of the respondents understand the existence of store brand but they seldom purchase it. The result also showed that perceived value, perceived quality and subjective norm were the factors that will influence consumers’ purchase intention towards store brand. Among three of these factor, perceived value was the most significant factor that will influence consumers’ purchase intention towards store brands. Therefore, marketers should further invest in creating value for consumers because most of the consumers are value sensitive. With reasonable money spent, they can get big value, this is what consumers looking for.
format Project Paper Report
author Foong, Yinn Mean
spellingShingle Foong, Yinn Mean
Consumer purchase intention towards store brands in Penang
author_facet Foong, Yinn Mean
author_sort Foong, Yinn Mean
title Consumer purchase intention towards store brands in Penang
title_short Consumer purchase intention towards store brands in Penang
title_full Consumer purchase intention towards store brands in Penang
title_fullStr Consumer purchase intention towards store brands in Penang
title_full_unstemmed Consumer purchase intention towards store brands in Penang
title_sort consumer purchase intention towards store brands in penang
publishDate 2018
url http://psasir.upm.edu.my/id/eprint/89761/1/FP%202018%2046%20IR.pdf
http://psasir.upm.edu.my/id/eprint/89761/
_version_ 1703962182867222528
score 13.211869

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