The Influence of Product Display and Price on Brand Equity and Purchase Intention

• Main Authors: Hsin-I Su, 蘇心儀
• Other Authors: Tsuen-Ho Hsu
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/50196798070384927065

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 92 === Consumers tend to buy national brands rather than store brand is because the different brands give consumers different brand value. This research is intended to explore how the wholesale market influences the consumers’ store brand equity and the desire of purchasing to promote the sales by display of product. The next is to explore how the product display would influence the brand equity of national brands and the purchase intention. Finally, the research is to explore the influence of cross effect between product display and prices over the brand equity of national brand and store brands and the purchase intention. The research used Experimental Design Method, and in order make experiment scenario free from excessive artificiality and keep it away from the real world, site experimental method is adopted to conduct experiment in Nantze Shop of Taisugar Wholesale Market. The experiment factors are two product display factors and one price factor. So, it is “2 (display structure: mixed structure, separate structure) x 2 (Display precedence: National Brand precedence, Store brand precedence) x 2 ( price: same pricing and different prices) 3 factors between subject design. The subjects of experiment are consumers of the market. The merchandise involved are Salad Oil (President & Taisugar), dried meat floss (Hsing Tung Yang, Taisugar) and the number of experiment subjects are 40 in each experiment scenario. The results of research indicated that, in salad oil, the separate display structure is comparatively high for brand equity and desire of purchasing for store brand than mixed display structure. When price factor is taking into consideration, under separate display structure, when the store brand took precedence in display and the prices of both brands are the same, the brand equity of store brand will be higher. In the dried meat floss, when only display factor is considered, under mixed display structure, store brand taking precedence in display than national brand taking precedence in display will give store brand with higher brand equity. So, retailers can promote brand equity and purchase intention of store brand through display manner and pricing. To manufacturer, the display of product and price will also affect the brand equity and purchasing desire. So, paying higher display fee to obtain favorable display rack position for the brand to gain benefit. Meantime, while it is unable to confirm that the national band will suffer loss in the brand equity by product display manner, but when the store brand gain better sensing equity in the mind of consumers, it virtually implies that the brand equity of manufacture is suffering a loss. Therefore, in additional to emphasize the brand investment of its own, manufacturer shall pay attention to the effect on the brand equity of the site environment in shops.