#TITLE_ALTERNATIVE#

• Main Author: Heryanti (NIM 190 04 038), Riri
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6689
• Institution: Institut Teknologi Bandung

Abstract: <br /> <br /> <br /> <br /> Nowadays people choosing a floor cleaner by prioritizing the quality has been changed to private label floor cleaner which claimed has a lower price and has competitive quality. People try to be the user and may be being a loyal user of that private label floor cleaner. Based on this phenomenon, this research will studying consumer value, general characteristics, and perception behind the purchase of private label floor cleaner. This research used questionnaires with 277 female respondents whose are floor cleaner purchaser from six different hypermarkets in Bandung to identified consumer value, general characteristics, and perception differences between private label and national brand floor cleaner consumers. Private labels consumers have differences of consumer value on their buying decision compared with national brands consumers. In this floor cleaner buying decision process, private label consumers prioritize the floor cleaner capability to furnishing the floor and its bubble numbers which produced by a floor cleaner, brand isnt their first priority. Different with national brand consumer which prioritizing their floor cleaner brand. The characteristic of private labels consumers and national brands consumers has background differences such as their occupation, family type, income and outcome level, life style and personality. In the perception measurement process, consumers were divided into three categories which are private label consumers, national brand consumers, and consumers who have only once bought the private label floor cleaner. The national brand consumers and the once time consumers gave a bad quality perception. This result show that private label floor cleaner hasnt match these two categories consumers expectation. <br />