Malaysian Consumer’s Purchase Intentions Towards Private Labels
This research was conducted with a purpose of examining the relationship among Malaysian consumer’s
purchase intentions towards private labels and the variables such as collectivism culture and consumer’s perceived risk. Two
research hypotheses were proposed to attain research purpose. Consumers of famous retail stores (e.g. Tesco, Giant etc.) at
Malaysian state (Selangor) were chosen as a sampling framework for this study. The assumed sample size was 400. The
outcome shows that there was relationship found among all the given variables, which means that both of the research
hypotheses were found to be supported.
Index Terms— Marketing, Consumer, Purchase Intention, Branding, Private Labels