YOUNG CONSUMERS’ PERCEPTION OF PRIVATE LABEL BRANDS IN D.I. YOGYAKARTA

Handayani, Ikarini (2013) YOUNG CONSUMERS’ PERCEPTION OF PRIVATE LABEL BRANDS IN D.I. YOGYAKARTA. S1 thesis, UAJY.

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Abstract

Purpose–This paper aims to examine the beliefs and perceptions of private label brands among young consumers in D. I. Yogyakarta. Research Design - This study replicated a previous study by Lupton, Rawlinson and Braunstein (2010) who investigated a research paper of “Private Label Branding in China: what do U. S. and Chinese students think?”. The survey forms were distributed to 230 student samples. Even though the questionnaires were administered in Bahasa Indonesia, 19 samples cannot be used and 8 more samples were never returned. Data analysis was used SPSS version 20. Findings – This paper examines the student samples in D. I. Yogyakarta in three ranges: the important attributes for young consumers when they purchase foodrelated product (in terms of private label brands); the beliefs and perceptions of private label brands among younger consumers and how accurate young consumers recognize private label brand names. The most remarkable is that the student samples in D. I. Yogyakarta indicated that quality is playing a big role in their buying decision. If brand name attached to a product compares to store brand, the respondent would prefer the branded product more. Moreover, the samples show that they have a bad score regarding private label names recognized either they do not understand what is private label brand or the private label brand is not recognized as it should. Research Implications - Limitations of the samples, the samples are college students and did not represent all students who studies in D. I. Yogyakarta, because the samples were only from some universities in D. I. Yogyakarta. Some suggestions were listed to support the coming research. In a very different situation, it will be nice if the seven characteristics of demographic (Aliawadi, 2001) like income, employment status, and children in the household, and type of residence, age, gender, and education being incorporated into the questions to analyze private label brand customer demographic characteristics deeper.

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