The Impact of Private Brand Percentage on Consumer Perception of Merchandise Suitability in Convenience Store

• Main Authors: Ying-ching Tseng, 曾楹晴
• Other Authors: Shih-Tung Hsu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/42702350915735858546

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 100 === The development of store brands in the retail chain has become trendy around globe. Today, both store brand and national brand competes for retail shelf space. But what is the maximal ratio of the store brand in each category remains unanswered. This study investigates the proportion of the store brand portfolio and its effect on consumer’s perception of the merchandise suitability. The 7-select was selected as a store brand. Subjects of college student were used to test the hypothesis. After controlling the subject’s variety seeking trait, this study use 2-way ANCOVA to examine the relationship between store brand percentage and consumer perception of merchandise suitability. The empirical result indicates that subject perception of merchandise suitability in convenience store is affected by a proportion of store brand. Comparing with the high percentage of store brand, subjects perceived less merchandise suitability than when the convenience store carries the high percentage of national brand. Subjects’ perception of merchandise suitability toward the portfolio of store brand and national brand is varied among different categories.