Relationship Between Psychological Factors and Consumer Attitude Toward Private Label Product: A Case Study of Superstore's Shopper in Bangkok

Abstract

This study mainly measured consumer attitude toward private label products and its association with psychological factors. The results showed that there were significant positive relationship between value consciousness, impulsiveness and consumer attitude toward private label products. Negative significant relationship existed between value consciousness, risk awareness and consumer attitude. However, there is no significant relationship between consumer attitude and price consciousness, price-quality perception and smart-shopper self-perception.