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ISSN : 1738-3110

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Early Access e-Submission

Vol.18 No.10

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Determinants of Private Label’s Purchase Intention in the Korean Market

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2020, v.18 no.10, pp.121-130
https://doi.org/https://doi.org/10.15722/jds.18.10.202010.121
NATALYA, Votchik
CHO, Jae-Wun
LEE, Jong-Woo
NATALYA,, V. , CHO,, J. , & LEE,, J. (2020). Determinants of Private Label’s Purchase Intention in the Korean Market. The Journal of Distribution Science, 18(10), 121-130, https://doi.org/https://doi.org/10.15722/jds.18.10.202010.121

Abstract

Purpose: In this study we investigate the determinants of private label (PL) purchase intention in South Korea. Private labels are becoming more and more popular in America and European countries. However, there are not enough studies focusing on PL within the South Korean market. Therefore, the present study has been written in order to understand more about consumers' purchase intention of store brand in the South Korean market. Many characteristics and aspects of consumers and brand's behavior have been reviewed in order to bring relevant results. Research design, data and methodology: Data was collected using a quantitative survey of Korea retail store's consumer. We analyzed using multiple regression method to test the hypothesis. We analyzed how and why do consumers have a strong intention to purchase the PL. Results: a) Trust towards retailer influences the PL purchase intention of customers; b) brand awareness has an impact on the PL purchase intention of customers; c) perceived quality has an impact on the PL purchase intention; d) Price-quality relationship influences on the PL purchase intention. However, there is no direct effect of some of the factors of determinant. Conclusion: For private label products in the Korean market, trust in sellers and brand awareness influences the purchase of PL products.

keywords
Private Label Purchase Intention, Brand Awareness, Price Consciousness, Perceived Quality, Consequences Of Making A Purchase Mistake

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