Purpose–This paper aims to examine the beliefs and perceptions of private label
brands among young consumers in D. I. Yogyakarta.
Research Design - This study replicated a previous study by Lupton, Rawlinson
and Braunstein (2010) who investigated a research paper of “Private Label
Branding in China: what do U. S. and Chinese students think?”. The survey forms
were distributed to 230 student samples. Even though the questionnaires were
administered in Bahasa Indonesia, 19 samples cannot be used and 8 more samples
were never returned. Data analysis was used SPSS version 20.
Findings – This paper examines the student samples in D. I. Yogyakarta in three
ranges: the important attributes for young consumers when they purchase foodrelated
product (in terms of private label brands); the beliefs and perceptions of
private label brands among younger consumers and how accurate young
consumers recognize private label brand names. The most remarkable is that the
student samples in D. I. Yogyakarta indicated that quality is playing a big role in
their buying decision. If brand name attached to a product compares to store
brand, the respondent would prefer the branded product more. Moreover, the
samples show that they have a bad score regarding private label names recognized
either they do not understand what is private label brand or the private label brand
is not recognized as it should.
Research Implications - Limitations of the samples, the samples are college
students and did not represent all students who studies in D. I. Yogyakarta,
because the samples were only from some universities in D. I. Yogyakarta. Some
suggestions were listed to support the coming research. In a very different
situation, it will be nice if the seven characteristics of demographic (Aliawadi,
2001) like income, employment status, and children in the household, and type of
residence, age, gender, and education being incorporated into the questions to
analyze private label brand customer demographic characteristics deeper.