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A Study On The Customer Perception Towards Store Brands: Tes
Transcript of A Study On The Customer Perception Towards Store Brands: Tes
design by Dóri Sirály for Prezi
Store brand also known as private label, private brands, house brands, own brands, own label or retailer brands that available in the store and competing with national’s brand or manufacturer’s brand.
Private label brands, also commonly referred to as “own brand” or “store brand”, consist of merchandise produced and sold by a specific retailer or chain of retail stores (Kumar and Steenkamp, 2007).
Name of company : Tesco Stores (Malaysia) Sdn. Bhd
Date of established : 29 November
Type of Business : Tesco Hypermarket
: Tesco Extra
Tesco brand products : Tesco Value
: Tesco Choice
: Tesco Light Choice
: Tesco Finest
What is Store Brand?
What is the level of behavioral intention towards Tesco brand products?
What is the relationship between independent variables (perceived product quality, perceived relative price and customer attitude) and dependent variable (behavioral intention)?
What are the most influence factors that customers perceived towards store brands?
Background of Company
Why consumer preferred to purchase national brand compared to store brand????
consumer perceived manufacturer brandsto be superior to private label brands, De Wulf et al. (2005).
consumer expect store brands to be lower quality than national brands (Cheng et al., 2007).
store brands have been price below leading national brands (Morton and Zettelmeyer, 2004).
To identify the level of behavioral intention towards Tesco brand products
To identify the relationship between independent variables (perceived product quality, perceived relative price and customer attitude) and dependent variable (behavioral intention)
To identify the most influence factors that customers perceived towards store brands
H0: there is no significant relationship between perceived product quality and purchase intention.
H1: there is a significant relationship between perceived product quality and purchase intention.
H0: there is no relationship between perceived relative price and behavioral intention.
H1: there is a relationship between perceived relative price and behavioral intention.
H0: there is no relationship between customer attitude and behavioral
H1: there is a relationship between customer attitude and behavioral intention.
Theory of Planned
* Theory of planned behavior (TPB) is an intention
-based model (Ajzen, 1991).
* Intention is an indication of how hard people are willing to try, of how much of an effort they are planning to exert, in order to perform the behavior (Ajzen & Driver, 1992)
Nurul Athirah Binti Rosmi
Siti Adibah Binti Tukiran
Mrs. Norida Binti Abu Bakar
Mrs. Siti Noraziana Binti Azis
Perceived Product Quality
Perceived quality has been defined as the consumer’s judgment about a product’s overall excellence or superiority (Zeithmal, 1988).
National brands provide hedonic utility and quality (Sethuraman, 2000), whereas store brands are generally lower priced, poorly packaged, lacked strong brand recognition, and are rarely advertised at the national level (Cunningham, 1961).
Perceived Relative Price
According to Zeithmal (1988), price from customer’s perspective is what is given up or sacrificed to obtain a product.
Low pricing would affect the quality image of a product and creates the perception that merchandise is superior value (Baneke et.al, 2013)
The concept of attitude has been linked to emotional, behavioral and cognitive processes (Breckler & Wiggins, 1989, p.408).
Attitude can be defined as a learned predisposition to respond in a consistently favorable or unfavorable manner with respect a given object (Fishbein & Ajzen, 1975)
Behavioral intention is defined as “the degree to which person has formulated conscious plans to perform or
not perform some specified future behavior (Warshaw and Davis, 1985).
Behavioral intention refers to customer’s anticipation of repeat purchase, recommendation and favorable word-of-mouth in the future.
Research Objective Analysis
Limitation Of Study
Significant Of Study
CHAPTER 1 INTRODUCTION
1.1 Background of Study
1.2 Background of Company
1.3 Problem Statement
1.4 Research Question
1.5 Research Objective
1.6 Conceptual Framework
1.8 Significant of Study
1.9 Scope of Study
1.10 Limitation of Study
CHAPTER 2 LITERATURE REVIEW
2.1 Theory Model
2.2 Theory of Planned Behavior (TPB)
2.3 Perceived Product Quality
2.4 Perceived Relative Price
2.5 Customer Attitude
2.6 Behavioral Intention
CHAPTER 3 RESEARCH METHODOLOGY
3.2 Sample Unit and Sample Size
3.3 Sampling Method
3.4 Research Design
3.5 Data Collection
3.6 Data Processing
3.7 Data Analysis and Interpretation
3.7.1 Reliability Test
3.7.2 Frequency Distribution
3.7.3 Descriptive Analysis
3.7.4 Correlation Coefficient
3.7.5 Regression Analysis
CHAPTER 4 ANALYSIS AND INTERPRETATION OF DATA
4.1 Response Rate
4.2 Reliability Test
4.3 Frequency Distribution
4.4 Research Objective Analysis
CHAPTER 5 CONCLUSION AND RECOMMENDATION
Name of company :
Tesco Stores (Malaysia) Sdn. Bhd.
Date of established :
29 November 2001
Types of business :
Tesco Brand products :
-Tesco Light Choice
- Tesco Finest