A STUDY OF CONSUMER PERCEPTION TOWARD STORE IMAGE

• Main Authors: LU, YUNG-SHUN, 呂永順
• Other Authors: TSAI, JYAN-SYUNG
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/41293495620527380588

碩士 === 國立臺北大學 === 合作經濟學系 === 92 === This study investigates the consumer perception toward hypermarket store image and private brand proneness. Private brand is a product manufactured for a channel store and branded with the store’s name, logo or brand name, and sold through these retailers’ own marketing channels. Private brand can be found in those hypermarket stores such as Carrefour, RT-Mart, and Geant. Therefore, private brand is also known as channel brand. A survey was conducted in Taipei City area to interview consumers who buy daily commodities in three hypermarket stores such as Carrefour, RT-Mart, and Geant. By employing Factor Analysis and Cluster Analysis, it was found that the private brand market could be segmented into three groups, Constant-buying group, Value-oriented group, and Callous group, respectively. As regarding the consumer perception evaluation using the Multidimensional Scaling Analysis (MDS), these three hypermarket stores were not achieving consumers’ ideal store level. However, the performances of both RT-Mart and Carrefour in eight store image attributes were achieving in benchmark level. The two stores were formed a leading group whereas Geant was formed a potential group itself. In the Competitive Situation Analysis, these three hypermarket stores were all leveled with weakness in five store image attributes. Carrefour has strength in merchandising and reputation attributes. RT-Mart has strength in low-price attribute only. The four key factor images of hypermarket stores that consumers concerned were merchandising, transportation, quality and low-price. For the program of developing private brand, it was found that five merchandise attributes such as variety, quality, low-price, monetary value and package were all affecting consumer’s buying proneness significantly. In order to increase market shares and to expand future market value, the hypermarket stores should identify their store image position. In addition, they have to control the merchandise quality so as to improve the consumer private brand proneness.