The Impact of Information of Brand of Hypermarket on Consumer’s Perception

• Main Authors: HUNG, CHIEN-TSUNG, 洪千琮
• Other Authors: CHEN, LIEN-SHENG
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/34608457843755302625

碩士 === 國立中興大學 === 企業管理學系研究所 === 93 === According to the report of “ACNielsen Shopper Trends”, there are almost 50% of family in Taiwan shopping in hypermarkets and spent more money there than other channels. Competition among hypermarkets in Taiwan is very violent and the competition major in price. The products of private label play an important role in the competition and every hypermarkets do their hard to develop products of private label. Many experts find that there is a positive relationship between product and consumer’s perception. This study try to research in the impacts of private label product information of retailers on consumer’s purchase intention. This study will supply some ideas to retailers in order to make the marketing strategies and consumers could purchase private label product based on the result of this study. This study use Pearson’s correlation coefficient、path analysis and paired-sample t test to analyze data. The main discovery of this research is as follows: 1. There is a positive relationship between product information and consumer’s perception. 2. There is a positive relationship between product information and purchase intention. 3. Perceived price and perceived quality have a positive relationship on purchase intention across perceived value. 4. Perceived price have a positive relationship on purchase intention across perceived quality. 5. Perceived price、perceived quality and perceived value have a direct positive relationship on purchase intention.