This study identifies factors that most influence customers’ attitudes toward and intention to purchase private label grocery goods (PLGG) in a major international supermarket by comparing the views of customers in the United Kingdom and Malaysia, focusing on product packaging, price, place and promotion using a case study, survey approach. 209 customers completed a questionnaire, providing an overview of factors affecting their attitudes. The results revealed similar attitudes in both countries. Structural equation modelling produced a model identifying the factors that most influenced customers’ intention to buy PLGG. The results of this study offer organisations such as grocery stores and supermarkets, particular insights regarding intrinsic and extrinsic that most inform customers’ attitudes towards and intention to buy PLGG. These findings give this particular business sector insights into customers’ behaviour. This knowledge can be used to inform how they can optimally present their PLGG.
|Journal||International Journal of Productivity and Performance Management|
|Publication status||Accepted/In press - 23 Jan 2023|
- private label
- grocery goods
- purchasing behaviour