Examination of the Relationship Between Perceived Risk for Private Label Products and Consumers' Personality Traits

Abstract

This chapter aims at demonstrating the relationship between perceived risk for private label products and consumer's personality traits. Because of that reason, the data was collected from 462 respondents who bought and used a private label food product at least one time in Bilecik between 15 March and 01 April 2019. This data was collected via convenience sampling methods. According to the findings, perceived risk for private label products and consumer's personality traits are statistically significant. There is a statistically significant relationship between perceived risk for private label products and consumer's personality traits.