Factors contributing to the propensity to purchase retailer's brand: the mediating effect of perceived value

The retailing industry is one of the largest sub-sectors that contribute to the Malaysian economy. In retailing, apart from carrying manufacturer brands, some retailers also market products using their own brands known as private label brands (PLBs) or retailer’s brands. Retailer’s brands hold a sub...

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Main Author:	Tunku Nur Atikhah, Tunku Abaidah
Format:	Thesis
Language:	eng eng eng eng
Published:	2020
Subjects:	HF5001-6182 Business HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/9175/1/depositpermission-allow-not%20allow_s95044.pdf https://etd.uum.edu.my/9175/2/s95044_01.pdf https://etd.uum.edu.my/9175/3/s95044_02.pdf https://etd.uum.edu.my/9175/4/s95044_references.docx
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id	my-uum-etd.9175
record_format	uketd_dc
spelling	my-uum-etd.91752022-03-28T01:51:15Z Factors contributing to the propensity to purchase retailer's brand: the mediating effect of perceived value 2020 Tunku Nur Atikhah, Tunku Abaidah Mohd Noor, Nor Azila Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5001-6182 Business HF5415.33 Consumer Behavior. The retailing industry is one of the largest sub-sectors that contribute to the Malaysian economy. In retailing, apart from carrying manufacturer brands, some retailers also market products using their own brands known as private label brands (PLBs) or retailer’s brands. Retailer’s brands hold a substantial share of consumers’ wallets and their popularity is still growing as they spread into various product categories and quality tiers. Due to the high pressure of the cost of living in Malaysia over the past few years, consumers with low to middle incomes started preferring low cost products for their daily use. In fact, the scenario becomes the main reason for the growth in the demand of retailer’s brands or PLBs. By using the stimulus-organism-response (SOR) framework, this study was conducted to examine the influence of consumers’ perceptions on product quality, risks and retailer store image on the propensity to purchase retailer’s brands. This study also examined the mediating effect of perceived value on the relationships between perceived product quality, retailer store image and perceived risk, and the propensity to purchase retailer’s brands. This study was conducted at three main retail stores, namely TESCO, AEON BIG and GIANT in the northern region of Malaysia, namely; Penang, Kedah and Perlis. It involved 301 respondents via the mall intercept survey for data collection. The PLS results showed that perceived product quality and retailer store image were positively related to the propensity to purchase retailer’s brands. Perceived risk was non- significantly related to the propensity to purchase retailer’s brands. Perceived value acted as a mediating effect on the relationship between perceived product quality and retailer store image on the propensity to purchase retailer’s brands. Theoretical and managerial implications, as well as suggestions for future research and limitations are discussed. 2020 Thesis https://etd.uum.edu.my/9175/ https://etd.uum.edu.my/9175/1/depositpermission-allow-not%20allow_s95044.pdf text eng staffonly https://etd.uum.edu.my/9175/2/s95044_01.pdf text eng staffonly https://etd.uum.edu.my/9175/3/s95044_02.pdf text eng public https://etd.uum.edu.my/9175/4/s95044_references.docx text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng eng
advisor	Mohd Noor, Nor Azila
topic	HF5001-6182 Business HF5415.33 Consumer Behavior.
spellingShingle	HF5001-6182 Business HF5415.33 Consumer Behavior. Tunku Nur Atikhah, Tunku Abaidah Factors contributing to the propensity to purchase retailer's brand: the mediating effect of perceived value
description	The retailing industry is one of the largest sub-sectors that contribute to the Malaysian economy. In retailing, apart from carrying manufacturer brands, some retailers also market products using their own brands known as private label brands (PLBs) or retailer’s brands. Retailer’s brands hold a substantial share of consumers’ wallets and their popularity is still growing as they spread into various product categories and quality tiers. Due to the high pressure of the cost of living in Malaysia over the past few years, consumers with low to middle incomes started preferring low cost products for their daily use. In fact, the scenario becomes the main reason for the growth in the demand of retailer’s brands or PLBs. By using the stimulus-organism-response (SOR) framework, this study was conducted to examine the influence of consumers’ perceptions on product quality, risks and retailer store image on the propensity to purchase retailer’s brands. This study also examined the mediating effect of perceived value on the relationships between perceived product quality, retailer store image and perceived risk, and the propensity to purchase retailer’s brands. This study was conducted at three main retail stores, namely TESCO, AEON BIG and GIANT in the northern region of Malaysia, namely; Penang, Kedah and Perlis. It involved 301 respondents via the mall intercept survey for data collection. The PLS results showed that perceived product quality and retailer store image were positively related to the propensity to purchase retailer’s brands. Perceived risk was non- significantly related to the propensity to purchase retailer’s brands. Perceived value acted as a mediating effect on the relationship between perceived product quality and retailer store image on the propensity to purchase retailer’s brands. Theoretical and managerial implications, as well as suggestions for future research and limitations are discussed.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Tunku Nur Atikhah, Tunku Abaidah
author_facet	Tunku Nur Atikhah, Tunku Abaidah
author_sort	Tunku Nur Atikhah, Tunku Abaidah
title	Factors contributing to the propensity to purchase retailer's brand: the mediating effect of perceived value
title_short	Factors contributing to the propensity to purchase retailer's brand: the mediating effect of perceived value
title_full	Factors contributing to the propensity to purchase retailer's brand: the mediating effect of perceived value
title_fullStr	Factors contributing to the propensity to purchase retailer's brand: the mediating effect of perceived value
title_full_unstemmed	Factors contributing to the propensity to purchase retailer's brand: the mediating effect of perceived value
title_sort	factors contributing to the propensity to purchase retailer's brand: the mediating effect of perceived value
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2020
url	https://etd.uum.edu.my/9175/1/depositpermission-allow-not%20allow_s95044.pdf https://etd.uum.edu.my/9175/2/s95044_01.pdf https://etd.uum.edu.my/9175/3/s95044_02.pdf https://etd.uum.edu.my/9175/4/s95044_references.docx
_version_	1747828540066234368

Factors contributing to the propensity to purchase retailer's brand: the mediating effect of perceived value

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