A Study of Factors Affecting Purchasing Intention of Private Brand: An Empirical Study of Carrefour

• Main Authors: Pao I, 陳寶宜
• Other Authors: Tai-hwa Chow
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/793hmp

碩士 === 國立中山大學 === 企業管理學系研究所 === 102 === Nowadays, more and more retailers offer “Private Brand” because of the change in consumption patterns and a large low-priced imports from foreign markets. Private brands have become increasingly important. With the increase of consumer knowledge and consumption level in Taiwan, price is no longer the only key factor that can affect purchasing. More and more consumers have purchased private brand products. Therefore, the study is aimed at private brand retailers. The main purposes of this research are: (1) investigate the factors containing product quality, promotion strategy, subcontracting strategy that retailers can control, and (2) analyze the purchasing intention on private brands. The study uses convenience sampling on consumers who are over 18 years old and had purchased private brand goods at Carrefour in Taiwan. The structured questionnaire includes 324 effective samples, and the unstructured questionnaire includes 27 effective samples. Carrefour was chosen as the research object. The study found that product quality, promotion strategy and subcontracting strategy of private brand are key factors affecting purchasing intention of private brand. These factors affect perceived value, and purchasing intention. In particular, many consumers emphasize security and durability of private brand product quality. Promotion strategies that have advertising slogan of low price and proper product display are most effective. On the other hand, consumers evaluate the price and quality of private brand products before purchasing, so they can use brand image and price as references. Then, many consumers can accept middle-brand image and middle-price manufacturers. When customers feel a sense of trust and economic value, the purchasing intention of private brand will increase. People who emphasize low-price are more willing to buy and recommend private brand merchandises.