Customer Perception Towards Pharmaceuticals' Private Labels in Malaysia: Extending DOI Integrated Framework

Abstract

In recent years, Malaysia's pharmaceutical sector has experienced substantial changes, most notably the emergence of a thriving private label market in response to shifting users’ preferences and market dynamics. Product labels, which are alternatively referred to as store brands or own labels, pertain to items produced or procured by a retailer for sale under its own brand. Private labels provide consumers with cost-effective alternatives to branded pharmaceuticals, while still offering the assurance of comparable efficacy and quality. Despite the increasing use of private labels in the pharmaceutical business, there is still a lack of understanding about customer perception towards these products in Malaysia. This concept paper aims to address the research gap in Malaysia by thoroughly investigating the factors that influence the adoption of private label pharmaceutical products. This research uses an integrated conceptual framework from buyer perception models and innovation adoption theories to explain the complex relationships between information, relative advantage, compatibility, risk and complexity, and intentions to adopt in retail pharmacy brands. By taking a holistic approach, we want to gain a deep understanding of consumer perception of pharmaceutical private labels across disciplines. The study strives to accomplish these goals by building a complete knowledge of the determinants that effect buyers’ conduct with regard to pharmaceutical private labels in Malaysia. Furthermore, it intends to provide pharmaceutical industry stakeholders with knowledge that can be utilized to formulate efficacious marketing approaches and strengthen consumer confidence in private label products.