The Study of the Customer Satisfaction of Wholesale-Retailing''s Private Brands

• Main Authors: Yi-chun Chen, 陳怡君
• Other Authors: Ting-Ko Chen
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/02384543990256569069

碩士 === 淡江大學 === 管理科學研究所碩士班 === 95 === In recent years, retailers develop private label brand（PLB）which are viewed as a future trend. At present, the retailers in our country have aggressively developing PLB categories of their own. This research topic is to survey whether the satisfaction level of Wholesale-Retailing''s Private Brand. The target group of this survey is customers of Carrefour and RT Mart in Taipei . Then take the tabulation of satisfaction level of Private Brands as a tool to survey. The satisfaction level of Private Brands customers includes three factors as “The quantity sells the shop image”, “PLB sell price”, and “product quality ”. We continue to do further examination by applying statistical methods such as description analysis, relationships, multiple regression. To acquire the knowledge of customer attributes and character will bring a quite positive impact on the satisfaction level of customers . The obtained results of this research can provide information to private brands and be a reference to the further research.