Factors influencing customer' purchase decision of private labels in a retailer in Thailand.

Abstract

The purposes of this research are to study the key factors influencing customers’ purchase decision of private labels in Retailer A. The factors were price consciousness, quality consciousness, brand consciousness, risk perception and store image. This research used qualitative approach by conducting the in-depth interview from twenty respondents who have been purchased private labels from Retailer A. This study revealed that “price consciousness” was considered as the most influencing factor on customers’ purchase decision of private labels in a retailer in Thailand. On the other hand, there are negative impact of quality consciousness, brand consciousness and risk perception. However, store image have not influencing on both private labels image and perceived quality.