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The purpose of this study is to identify and analyze factors that influence consumer purchasing decision of private label food products.

In this case study, both secondary data and primary were utilized. Secondary data was obtained from relevant literatures, online journals, articles, blogs, and other electronic sources. The primary data was collected by the combination of quantitative and qualitative approaches. Qualitative data was carried out through interviews with store manager of ICA Skrapan, Västerås and with ICA PLB manager; quantitative data were collected through online survey, designed on the platform providing by the commercial website surveymonkey.com

The research identified five factors that influence consumers' purchase decision of low-price private label brands are brand, brand related activities (advertisement & word of mouth), perception, attitude, purchase intention and demographic factors. The study proved brand and brand related factors are not significant factors that influence purchase intention. However, for food products, price-quality relationship is the most important factor. If consumer perception of quality and price match their expectation, they will be satisfied and perceived high value for the products. However if the consumers are dissatisfied with the product, they perceive risk and that has negative impact on their purchase decision. The study also showed female buy more low-price private label compared to male and those who earn low income also buy more low-price private label compared to ones with higher incomes. Further the result showed a positive attitude towards the ICA brand have a positive influence on buying of the PLB.