A Study on Purchasing Behaviors of Private Brand in Hypermarket - The Case of RT-Mart

• Main Authors: ZHONG,MENG-XIU, 鍾孟修
• Other Authors: 許竹筌
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/vzvhhu

碩士 === 育達科技大學 === 行銷與流通管理所 === 103 === A case study of RT-Mart, one of the largest retailers in Taiwan, was conducted based on the method of quantitative questionnaires to explore the significant effect of private brand and how it impacts consumers' purchasing behaviors and motives. The results from the questionnaires had reached the following conclusions: (1) Pricing appeared to be the most important element in consumers' decision making process to purchase products with private brands. The lower the price leads to a higher desire to make the purchase. (2) Products with private brands are consumers' first choice when making the purchase and recommendations to family and friends despite the brand image of good bargain that private brands usually represent. (3) According to the results from the product differentiation analysis, the psychological factor towards private brands is significantly impacted by consumers' gender, age and occupation.