Year: 2011
Type: article
Study design: Observational Study
Abstract: In recent year, we observed the rapid growth of international supermarkets chainslike Tesco, Carrefour, Jusco, and Giant in Malaysia. These internationalsupermarkets are capitalizing on local manufacturers to produce products of theirown brand. No doubt this private brand product price could be as low as otherlocal produce but pricing is not the only factor influencing local consumerspurchase intention. In this paper, we set to investigate consumers’ perceptions onperceived price, perceived quality, confidence, social influence, and brand imagetowards international supermarket private brand products. Using MultipleRegressions, we found all factors significantly influence consumers purchaseintention and price is the key factor that triggerpurchase. These factors wouldprovide international supermarkets to cater for local consumers’ demand.
Source: DergiPark (Istanbul University)
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2124787031