Factors Affecting Consumers’ Involvement In Store Brand Selection In Klang Valley

Abstract

Store brand selection, do consumers get involve with store brand? If yes, then why and what are the factors that would lead consumers to pursue the involvement with store brand? These are questions that are not quite have the answer to it because one could never know why consumers get involve with store brand and the factors behind it may not all be the same. These questions are the reason this research paper exist. There are millions of people that get involve with store brand worldwide yet there is still very little research and answers to what drives them to get involve with store brand. It has been associated with numerous other marketing concepts such as perceived risk, information search, brand commitment, brand loyalty, brand similarity, opinion leadership, brand switching, advertising, diffusion process and segmentation. (Chaudhuri, 2000). Consumers make buying decisions every day and many people do not even know the factors that drive them to this decision. Consumers might think that “I have always bought this same brand or product”, but they do not recognize that the affecting factor behind this decision can come from their family (Tanja Lautiainen, 2015). The result of the data collection found that consumers’ involvement in store brand are affected by factors such as personal factors, psychological factors, and also social factors. In conclusion, this paper highlights certain factors that affect the consumers’ involvement with store brand selection and this information may be useful to future researchers and also retail store managers.