Abstract

This study examines the demographic determinants of purchase intention toward private label brands. Using a quantitative cross-sectional design, data were collected from 357 respondents. Inferential analyses revealed that age and household income significantly influenced purchase intention, with older consumers (55 years and above) and lower-income groups (below RM2,500) demonstrating stronger preferences for private label products. Cross-analysis further showed that lower-income older consumers exhibited the highest levels of loyalty toward private brands. Gender and education were not significant predictors. Multiple linear regression confirmed age and income as key demographic factors affecting purchase intention. The findings suggest that retailers should prioritize segmentation strategies that cater to mature, price-sensitive consumers by emphasizing affordability, trust, and perceived value in private label branding. Future research should incorporate psychological and behavioral variables to deepen the understanding of consumer adoption patterns for private labels.