In recent years, it is more and more popular to find Private Barnd in Convenience Stores, Hyper Markets, Super Markets and Boutique Stores. Private brand is the naturally outcome of chained retailers with bigger economic scale. It can bring more profits, and at the same time, it can raise the bargaining power of retailers to against the national brands. And most important of all, private barnd would create differentiated competitive adventage for reatilers. Therefore, it is very necessary for reatilers to understand consumers¡¦ attitudes and purchasing intentions for private brand products. Most of the researches in the past were focused on external characteristics, such as demograpghical variables but ingored consumers¡¦ psychological characteristics which usually dominate consumers¡¦ attitudes. And most of the researches were implemented based on Hyper or Super Market channels.
This research wants to know how consumers feel about private barnd products in chained convenience stores, what kind of persons like or dislike private brands. Consumers¡¦ characteristics include psychological characteristics, demographical variables and store image. The research uses questionnaire method in front of convenience stores, and the main purpose of this questionnaire is to analyze the relationship between demographical variables, psychological variables, promotion intentions, store image, private brand attitudes, and private brands¡¦ purchasing intentions. The main research findings are listed as following:
1.When consumers¡¦ value consciousness is higher, their attitude for private brand would also be better.
2.Consumers who have more interests in promotion would have better attitude toward private label, especially the consumers who prefer price discount, their acceptance for private brands will be higher than those who prefer non-price promotion ( ex. Giftaway).
3.Consumers who have better store image will have better attitude toward private barnds accordingly.
4.Consumers¡¦ age has significant differences on the attitude of private brands. To sum it up, when consumers are elder, then they will have worse attitude toward private brands.
5.There are high consistence between attitude and purchasing intention.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0903107-123125 |
| Date | 03 September 2007 |
| Creators | Tsai, Hui-chun |
| Contributors | Pei-how Huang, Chang-yung Liu, Ming-rea Kao |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0903107-123125 |
| Rights | not_available, Copyright information available at source archive |
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