Factors Affecting Buying Decision Among Consumers of House Brand, Klang Valley, Malaysia: Literature Review

Some studies were focused on increasing customer preferences in food branding supermarkets, Klang Valley. They were influenced by consumer purchasing choices. Thus, there is a gap between competitive market climate, supermarket companies that recognize and identify precisely to different types of consumer comply with their requirement when purchasing the goods. The main objective of this research is to gain in depth analysis the factors that influence consumer buying decision of house brand products and to study the relationship of intrinsic cue and extrinsic cue towards purchasing decision of house brand product. This research used the literature review as the main source of data, secondary data is obtained through previous findings on the research topic. For this study, they presented a comprehensive explanation on the research topic. Literature reviews were conducted to find out the theme behavioral changes amongst consumers that influence the preference of the house brand product regarding the research topic.