Özet:

This study aims to determine the influencing factors on the customer's perception on the private label products as well as the impact of brand image on the brand risk perception and willingness to purchase. Study quantified the perceptions of customers on the private label products. To this end, a survey is conducted with the participation of 650 customers. Data is collected by using the method of convenience sampling via a questionnaire which contains thirty-seven propositions in six sections using a 7-point Likert scale. Structural Equation Modelling (SEM) is developed for the analysis by means of AMOS software. As a result of the survey, customers are generally observed to have a positive perception on the private label products. However, it is found that their perception and preference varied depending on the store they usually opt for their shopping. Keywords: Store Image, Private Label Image, Perceived Risk, Price Consciousness, Purchase Intention.

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