QUALITATIVE STUDY OF CONSUMER PERCEPTION ON RETAILER PRIVATE LOCAL BRAND PRODUCT (CASE STUDY AT ALFAMART AND INDOMARET MINI MARKET IN MANADO)
Abstract: The continuously
growth of business world of retail industry can’t be separate by how consumer
react towards their private local brand that’s why the purpose of this study is
to analyze consumer perception on Retailer Private Local Brand Product at
Alfamart and Indomaret mini market in Manado area. using in-depth interview
result show that most of respondents already buy private local brand of
Alfamart and Indomaret mini market in Manado area but only certain kind of
private local brand product (PLB) like mineral water, dry and wet tissue, under
wear for man and woman, lighter, snacks and envelop. There are many more PLB
products but only those products that dominantly purchased by consumers. By
this, retailer like Alfamart and Indomaret mini market company need to maintain
the selling of most purchased PLB products and hold the true identity of PLB
product itself and able to compete with other famous brand not just by the
price but also the quality of the product with lower and affordable price.
Keywords: marketing, private
local brand, consumer perception, perceived price, perceived quality, perceived
risk, perceived value
Penulis: Harini . Sondakh,
Sifrid S. Pangemanan, Farlane S. Rumokoy
Kode Jurnal: jpmanajemendd171032
