The factors of the willingness to buy private brands – A case study of Taiwan Wastons

• Main Authors: Chia-hua,Chang, 張家華
• Other Authors: Hei-Jhong,Ye
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/6db675

碩士 === 國立高雄應用科技大學 === 企業管理系 === 103 === Chain drug store retailer channel more emphasis on the importance of cultivating its own brand of products items. Because not only to consolidate its own brand consumer loyalty to the store, but also to strengthen brand leadership position, and increase profits, but more importantly, it is a powerful weapon to differentiate between competing retailers. Especially when the total national retail chains increasingly large proportion to highlight the advantages of its own brand becomes more important. Coupled with the increasing knowledge of consumers now begin to understand its own brand is no longer a low-grade goods, there will be more and more consumers to buy cheap store-brand products, not just the pursuit of brand-name With economic transformation, consumer spending patterns change also followed, the requirements for commodities are increasingly demanding, in addition to poor quality, but the pursuit of low cost, but also has its own brand of development over twenty years, but sales still and European countries. Retailers closer and understand consumer than the manufacturer, so retailers are back together manufacturers joint development, own their own store brand names. The beginning of the main attractions of its own brand awareness higher prices, lower consumer brand loyalty, although its own brand and channel advantages have a price advantage, but the quality consciousness has been in a state of disadvantage, probably because the perceived risk in mischief, because prices tend to own brand will come much lower than the national brands, many consumers for its own brand awareness is low cost, low quality, low credibility, even in high-risk, this study want to detect, in its own Brand willingness to buy, the price consciousness and perception of risk and how to store the image of the three independent variables to influence its own brand to buy.