摘要：Nowadays, consumers have a tremendous variety of products to choose from in hypermarkets. The majority of hypermarkets offer corporate brand extension products at an affordable price as a way to attract consumers to purchase more. This research has looked into how the consumers express self-personality through hypermarket brand extension products. The scope of this research is based on consumers as respondents in three main hypermarket outlets in Melaka, Malaysia. In order to ensure the precision of this research outcome, the focus is restricted to five main product categories: (1) beauty and health care products, (2) carbohydrate products, (3) clothes, (4) frozen foods and (5) light food and beverages. All of these products are available in almost all hypermarkets that use the retail brand name on the product label.
