People are switching to cheaper goods because the cost of living is going up. Malaysian customers had to change how they shopped in stores and switch to cheaper options because of rising prices, especially for food. The goal of this study is to find out if there is a link between how consumers feel about the quality of private-label food products and their plans to buy them. 403 people filled out an online poll, and the results were analysed with the Statistical Package for the Social Sciences (SPSS). To get people to take part in this study, convenience sampling was used. The results show that there is a strong link between how customers see the quality of private-label food items and their plans to buy them. People usually think that private-label goods aren't as good. The customer still wants to buy it, though. The results of this study help people better understand why people want to buy private-label food products. It also lets stores improve the quality of their own brand food products in the local market by focussing on the things that make customers want to buy them. Because of this, suggestions for more research were given at the end of the study.