Examining Perceived Risk and Its Influence on Attitudes: A Study on Private Label Consumers in Turkey

Yusuf Arslan, Fatih Gecti, Hayrettin Zengin


This study aims to examine perceived risk and its impact on consumers' attitudes towards private label brands. In order to achieve this aim, a field research was conducted on private label consumers in Turkey. 413 consumers attended the survey. According to the findings, the dimensions of the perceived risk towards private labels were determined as “financial risk”, “physical risk”, and “social risk”. The perceived risk consisting of these dimensions has a negative influence on the attitudes towards private labels. In addition, negative correlations were found between each risk dimension and attitudes.

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DOI: http://dx.doi.org/10.5539/ass.v9n4p158

Asian Social Science   ISSN 1911-2017 (Print)   ISSN 1911-2025 (Online)

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