Authors : P. Yukthamarani Permarupan, Menaga Mohan, Abdullah Al-Mamun and Noor Raihani Binti Zainol
Abstract: The primary objective of this study is to examine how loyalty, price, perceived quality and familiarity affect consumers buying behavior of store brand offered by TESCO. This study usesa cross-sectional design and self-administered questionnaire to collect data from the consumers. Findings of this study note a significant model fit and reveal that perceived quality and familiarity have a significant positive effect on consumer buying behavior. Therefore, the hypermarkets in Malaysia should introduce more loyalty programs, more advertising and other types of promotional activities to make current buyers more familiar with the store brand products and the quality of store brand products.
P. Yukthamarani Permarupan, Menaga Mohan, Abdullah Al-Mamun and Noor Raihani Binti Zainol, 2014. Consumer Perceived Value and Buying Behavior of Store Brands. International Business Management, 8: 136-141.