Title: A comparison of UK and Malaysian customers' attitudes towards private label grocery goods in a major supermarket: a case study

Authors: Ramesh Gupta; Yun Shyh Pang; Jia Wen Ho; Xin Guo; Pravin Balaraman

Addresses: University of the West of Scotland, High Street, Paisley PA1 2BE, Scotland ' University of the West of Scotland, High Street, Paisley PA1 2BE, Scotland ' University of the West of Scotland, High Street, Paisley PA1 2BE, Scotland ' University of the West of Scotland, High Street, Paisley PA1 2BE, Scotland ' University of the West of Scotland, High Street, Paisley PA1 2BE, Scotland

Abstract: This study identifies factors that most influence customers' attitudes toward and intention to purchase private label grocery goods (PLGG) in a major international supermarket by comparing the views of customers in the UK and Malaysia, focusing on product packaging, price, place and promotion using a case study, survey approach. 209 customers completed a questionnaire, providing an overview of factors affecting their attitudes. The results revealed similar attitudes in both countries. Structural equation modelling produced a model identifying the factors that most influenced customers' intention to buy PLGG. The results of this study offer organisations such as grocery stores and supermarkets, particular insights regarding intrinsic and extrinsic that most inform customers' attitudes towards and intention to buy PLGG. These findings give this particular business sector insight into customers' behaviour. This knowledge can be used to inform how they can optimally present their PLGG.

Keywords: private label; grocery goods; purchasing behaviour.

DOI: 10.1504/IJBPM.2026.152341

International Journal of Business Performance Management, 2026 Vol.27 No.2, pp.165 - 183

Received: 06 Oct 2022
Accepted: 01 Jan 2023
Published online: 16 Mar 2026 *

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