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House brand, which is a product line it manufactures and sells under its name in its stores, has become more widely known. Despite the brand's century-long history in Asian markets, private label sales have increased and about 50% of consumers have tried the product. There is still significant debate over the brand recognition and recall of private label products. Due to global developments, domestic and international market trends, and technology improvements that bring both opportunities and problems. This study's aim was to ascertain the connection between changing consumer behaviour and consumer choices to buy house brand products in grocery shops in the Klang Valley. 408 consumers of house brands from the Klang Valley participated by answering an online survey. Some independent variables were shown to be connected to consumer decisions to purchase house brand products using SPSS and Smart-PLS. Perceived price is the primary determinant of a consumer's decision, followed by perceived quality, perceived risk, brand equity, and brand familiarity. In fact, it was believed that brand awareness and branding insignificant had little impact on consumer choice. in the purchasing decision. House brand items may be preferred by customers over national brands as a result of economic issues. Other uncontrollable factors, such as socioeconomic factors, demographic factors, and accessibility to retail outlet considerations, may also have an impact on customers' decisions to purchase. Future research should look at both controllable and uncontrollable aspects, as well examined as direct variables, to determine the factors that impact customers' decisions to purchase house brand products in the Malaysian context.