A comparative study of the factors affecting the consumer attitude towards private label grocery goods between United Kingdom and Malaysia – a case study of Tesco

Abstract This study investigates and compare the factors that are affecting the consumer attitude toward private label (PLGG) in two different markets, United Kingdom (UK) and Malaysia, mainly focus on marketing mix such as... [ view full abstract ]

Abstract
This study investigates and compare the factors that are affecting the consumer attitude toward private label (PLGG) in two different markets, United Kingdom (UK) and Malaysia, mainly focus on marketing mix such as price, product (packaging), promotion (advertisement) and place (shelf space). In order to complete this study, quantitative research methods were implemented to collect primary data. The quantitative approach, questionnaire was completed by 107 consumers from Malaysia and 100 consumers from UK, to gain the general idea of factors affecting the consumer attitudes towards PLGG in both markets, and compare with the data collected through interviews. The purpose of this study is to provide organisations, especially grocery stores and supermarkets a better understanding of using which extrinsic factors to affect consumer’s attitude most effectively towards their PLGG as to improve sales, achieve higher market share and other benefits.