Brand Avoidance: What Keeps Customers from Buying Store Brand Products?

• Main Authors: Md Saad, Norsafinas, Ahmad Fauzi, Nur Rosdiatul Husna
• Format: Article
• Language: English
• Published: Serials Publications 2017
• Subjects: HB Economic Theory
• Online Access: http://repo.uum.edu.my/25300/1/IJER%2014%2016%202017%20603%20618.pdf; http://repo.uum.edu.my/25300/; http://serialsjournals.com/articles.php?volumesno_id=1385&journals_id=41&volumes_id=1068

Modern retail chains such as Tesco, Aeon, and Giant have deployed store brand products in various product categories, such as food and drinks, personal care products, and household cleaning products. Despite the fact that there is a growing selection of store brand products in Malaysia, the sales in Malaysia are relatively low compared to the markets in the Western region and in developed countries. This situation shows that consumers in Malaysia do not prefer to buy store brand or private label products for their consumption. As there are limited studies that address this issue and focus on store brand products and brand avoidance quantitatively, this study is set forth to investigate the factors that influence store brand avoidance towards store brands owned by the supermarkets and hypermarkets in Kedah. 400 questionnaires were distributed electronically and by hand to consumers who live in the urban areas of four selected districts in Kedah. Based on the correlation results, this study reveals that all consumer-level and product-level factors significantly influence store brand avoidance. In addition, the results from multiple regression analysis provide evidence that brand trust plays the most critical role in influencing consumers’ decision not to buy store brand products.