With the rising competition in retail market, retailers found that increasing PLBs is one way to satisfy the consumers various needs and wants, and thus build customer loyalty and create differentiation from the competition. Given the growing importance of PLBs at department stores, it is crucial for retailers to understand consumers attitudes and patronage behavior towards PLBs. This study investigates how store image and knowledge and familiarity of PLBs influence consumers perceptions on PLBs offered by the department stores and their patronage behavior of PLBs. A questionnaire was distributed in a Southeastern state to women ages of 35 and 54 asking questions related to their favorite department stores and PLBs. A multiple regression analysis of the data concludes that how much a consumer knows about a PLB determines their attitudes and purchase intentions towards PLBs. However, only store image constructs of price and service affects PLB perceptions and patronage behavior.