| Summary: | 碩士 === 國立屏東商業技術學院 === 經營管理研究所 === 97 === When the whole world economy is slow and prices of commodities rise, the consumers are quite sensitive to the price. In this economic situation, the retailer promoting “the above the price in value” of private brand products is tallying with populace's anticipation and demand. Former scholars studied emphatically in the domains of convenience store and electronic industry with private brand products, and had less discussion on the related research of warehouse store. Therefore this research is for the purpose of discussing the influence of consumers' perceived quality, brand loyalty and brand image on purchase intention. Another purpose is to discuss the diversity of the different product categories. After questionnaire survey, based image on the consumers’ views about private brand products, the analytic results show that brand image has the most significant effect than brand loyalty and perceived quality on the consumers’ purchase intention. This demonstrates that the consumer most takes seriously is the brand image when they purchase private brand products. Therefore the retailer must promote brand image first and then establish their loyalty, finally change the quality cognition on the private brand. In addition, this research also clarifies that the consumers’ brand image, brand loyalty and perceived quality to purchase intention are significantly dissimilar between different product categories. Therefore the entrepreneur must use the different marketing strategies to the different product categories.
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