摘要：This study is to investigale factors that describe consumers" perceptions towards storebrands,and important factors that influence consumers towards purchasing store brands.The factors,such as,price,product quality.product risk,familiarity,imolvement,intrinsicand extrinsic cues,and familiarity are used to gauge the purchase preferences.The -studyis carried out in Klang Valley imvolving two most popular hypermarkets in Malaysia thatare Tesco and Giant.Out of 444 consumers that wer intercepted and asked to participateonly 300 accepted to participate and completed the questionnaire,resulting to 68% responserale.Resuls of the studly indicate that factors such as price,familiarity and involvement arepopular in describing customers 'perceptions towards store brands however,only price andfamiliarity are the determinant in their purchasing of store brands.
