The Effects of Consumer Value Perception on Product Loyalty and Repurchase Intention for Discount Store Private Brand Products

This study aimed to identify the impact of consumers’ perception of the value of discount store PB products on brand loyalty and repurchase intention and the role of gender difference and age. Total of 174 valid copies of questionnaire were obtained for analysis. And simple regression, multiple regression and hierarchical moderated regression analysis was conducted. It was found that functional, social and emotional value perceived by consumers had a positive impact on brand loyalty and repurchase intention. It was suggested that consumers accept discount store PB products positively overall. and discount stores can promote consumer decision making by concentrating on emotional factors take a different approach to consumers in a higher age group. As a result of hypothesis testing, it was found that functional value, social value and emotional value perceived by consumers had a positive impact on brand loyalty. Second, it was found that functional value, social value, and emotional value perceived by consumers had also a positive impact on repurchase intention. This implies that consumers perceive discount store PB products at the level that they are willing to repurchase them. Third, it was found that consumers who were in a relatively lower age group were positive, in the relation between emotional value and repurchase intention only.