A Study on the Relationship between Consumers’ Attitude Toward Store Brand and Purchasing Behavior

• Main Authors: Yi-Ming Wang, 王怡民
• Other Authors: Kuo-Kuang Chu
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/93199864555387539107

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 90 === The global retail industry is becoming more competitive than ever. The slow world economy and a cautious consumer attitude about expenses turned store brand and private brand into strategies that major chain retailers employ to protect their profit. This year, Taiwan entered the WTO. Store brand will come to represent the distributors’ control over the retail channels. The current store brand related researches in Taiwan are still limited to store image, channel characteristics, or brand rights instead of from a consumers’ viewpoint. The purpose of this research is to discuss the factors and their interrelations, which may influence the consumers’ attitudes toward the store brands. Literature review has led to three latently related constructs: price perceptions, deal proneness, and psychological constructs. A sample is obtained by random quota selection method in Taipei and Kaoshiung. Survey questionnaires were distributed on the streets, and received 488 copies of effective questionnaires. Important research discovery: the research discovered that store brand attitude is the most effective indicative variable in estimating the purchase amount. Through the cluster analysis technique, the market is segregated into four segments by attitude, price-quality perception, and general promotion proneness: promotion-orientated group, store brand-orientated group, careless of store brand and promotion group, and store brand potential group. 1-way MANOVA indicated that significant differences exist in the attitude and purchasing amount of these four groups. Each segment has different preferred promotion style: 1. Families in the promotion —orientated group tend towards a lower income, married, with children under 6 years old. They are more concerned about promotion events that offer direct price discount. 2. The income of the store brand-orientation group is between NT$50,000-69,999, and the group consists mainly of self-owned stores and housewives as the main purchasers. 4-6 people live together, and prefer promotional methods of price discount and special display in the store. 3. Careless of store brand and promotion group: their age is between 31-35, and the education level is mostly college and above. They have a highly developed price-quality theory, and brand loyalty. They are concerned with non-price discount promotions. 4.Store brand potential group: the income is between NT$50,000-69,999, and the education level is mostly college and above. They place an emphasis on non-price discount promotion, and they are attracted by promotion coupons. The research uses one-way ANOVA and Chi-square test for verification: significant differences exist in the democratic variables of different consumption segments. It is further discovered that significant differences also exist in the attitude evaluation and purchase amount of different consumption segments. The research finally suggests that appropriate deal proneness methods have to be adapted for each segment, and the current suggestion is to offer utilitarian and economical promotion benefits, to increase the conceptualized benefit of the store brands by consumers. Finally, the limitation and further research direction of the thesis is discussed.