Examining Perceived Risk and Its Influence on Attitudes: A Study on Private Label Consumers in Turkey

Abstract

This study aims to examine perceived risk and its impact on consumers' attitudes towards private label brands. In order to achieve this aim, a field research was conducted on private label consumers in Turkey. 413 consumers attended the survey. According to the findings, the dimensions of the perceived risk towards private labels were determined as "financial risk", "physical risk", and "social risk". The perceived risk consisting of these dimensions has a negative influence on the attitudes towards private labels. In addition, negative correlations were found between each risk dimension and attitudes.

A Regression Analysis of Generation Y Female Students’ Perceptions on Social Risk, Buying Behaviour and Apparel Store Choice

“…In addition, the perceived social risk construct scored a summated mean of 3.4834 out of 5 implying that the majority of the respondents perceived social risk as critical. This result is supported by the studies conducted by Arslan, Gecti and Zengin (2013) that revealed that perceived social risk is connected largely with buying behavior. Xue (2015), as well confirmed that consumer's buying behavior is influenced by perceived risks.…”

“…Section A of the questionnaire requested the biographical profile of the participant's respondents to provide their demographic profile. Section B of the questionnaire, which assessed perceived social risk, was adopted from Zhang, Tan, Xu and Tan (2012) as well as Arslan, Gecti and Zengin (2013). Section C of the questionnaire, measured buying behavior by employing a scale adopted from Kaul (2007) and Zhang et al (2012).…”

Factors Influencing Customer Perceived Quality and Purchase Intention toward Private Labels in the Vietnam Market: The Moderating Effects of Store Image

“…This result is different from previous findings (Semeijn et al, 2004;Mierer et al, 2006;Wu et al, 2011;Sheau-Fen et al, 2012;Arslan et al, 2013). This is because comparing to national brands, private labels in Vietnamese market are usually offered at competitive prices.…”

“…Semeijn et al (2004) early confirm the negative effect of perceived risk on consumer's evaluation toward private label products. Thereafter, recent research also come up with the same findings (Mierer, Martin, & Gutierrez, 2006;Wu et al, 2011;Sheau-Fen et al, 2012;Arslan et al, 2013).…”

“…Bettman (1973) believes that consumers tend to use their own knowledge and experience to judge the performance of a specific product. Especially, if the consumers purchase a product at the first time, there is a significant increase in their risk perception due to lack of information or expert recommendation (Arslan, Gecti, & Zengin, 2013).…”