A RESEARCH BETWEEN PRODUCT INSPECTION MESSAGE AND EVALUATIONS OF PRIVATE LABELS
碩士 === 東吳大學 === 國際經營與貿易學系 === 97 === In the recent years, the retailer stores have became the major channel for shopping in Taiwan. And the private label products in the retailer stores have gotten growth gradually. But the consumers still feel lack of belief for the quality of the private labels. T...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/93272791265069863227 |
| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 97 === In the recent years, the retailer stores have became the major channel for shopping in Taiwan. And the private label products in the retailer stores have gotten growth gradually. But the consumers still feel lack of belief for the quality of the private labels. Therefore, the retailers have the cooperation with the third-party inspection organization to check the quality of the private labels so that it can reduce the uncertain about the quality from the consumers. From a consumer point of view, this research attempts to discuss how the brand image and inspection message influence the perceive quality by different categories such as “search products” and “experience products”.
The experimental design is adapted to test hypothesis. The findings of the study are as following:
1. The perceive quality of notional brands is perceived superior to that of private labels.
2. The perceive quality of international private labels is perceived superior to that of local private labels.
3. The perceive quality of the products with inspection message is perceived superior to that the products without inspection message.
4. The inspection message has more significant effects on private labels than national brands.
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