| dc.description.abstract | This research paper aims to investigate how consumers’ perception of store
image, promotion & visibility of PLBs, perceptual factors (quality, risk, and price
consciousness), mediating by customers’ attitude influence their intention to purchase
Private Label Brands (PLBs) in supermarkets in Vietnamese context and explore their
relationship with each other. The study is based on a quantitative research approach, using
a sample of about 300 Vietnamese respondents above 18 years old who are supermarket
shoppers at Co.opMart and LotteMart. The data was gathered through a self-administered
questionnaire over the month of April to May in 2023 and analyzed using Structural
Equation Modelling method with AMOS statistical software, which experimentally tested
the hypothesized relationships defined in the study conceptual framework. The findings
reveal that customers' perceived quality, price consciousness, promotion & visibility of
PLBs and store image directly or indirectly affect their purchase intention towards PLBs.
In contrast, perceived risk has an insignificant influence on the intention to purchase PLBs
of Vietnamese customers. These results suggest that retailers should focus on enhancing
promotion & visibility of PLBs, as well as building a positive store image, in order to
exploit consumers’ perceptions regarding PLBs quality and risk to attract customers and
promote their purchase intention towards these products. Retailers can also use effective
strategies to communicate the benefits and advantages of PLBs to customers and
differentiate them from National Brands | en_US |
