| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 97 === Most of Hypersuper markets in Taiwan originate from Europe and United States; therefore, many of the private brand strategies from the foreign hypersuper markets are followed for the differentiation strategies in Taiwan. However, compared to the hypersuper market in European and United States regions, consumers in Taiwan still have less familiarity and acceptance toward private brand. Under the circumstance, the operation of private brand has been a crucial subject. In previous studies related to branding strategies mainly emphasized on manufactures’ brand. However, retailers’ brand has also been a significant issue since the economic recession in recent years causes retailers in Taiwan to gradually launch their private brand.
In this study, we used the private shower cream brand from Carrefour to carry out two sets of experimental design. In Experimental One, we used oneway ANOVA experimental design to investigate the impact of branding strategies (company brand, sub-brand and new brand) on consumers’ perceived quality, attitude toward the brand and purchase intension. Also, we examined the impact of pricing strategies (high, medium and low price) on consumers’ perceived quality, attitude toward the brand and purchase intension. Finally, we investigated the impact of popularity of private-label manufactures (high and low level of popularity and without showing a private-label manufacture on consumers’ perceived quality, attitude toward the brand and purchase intension. In Experimental Two, we carried out an 2x2x2 experimental design to examine the impact of branding strategies (company brand and new brand), pricing strategies (low and medium price) or the popularity of private-label manufacture (high and low level of popularity and without showing a private-label manufacture) on consumers’ perceived quality, attitude toward the brand and purchase intension.
The result of this study revealed that (a) new brand strategy can enhance consumers’ purchase intension; (b) low price strategy obtains greater purchase intension; (c) high level of popularity of private-label manufactures can increase consumers’ perceived quality, attitude toward the brand and purchase intension; (d) in low price strategy, the purchase intension of private brand is obtained higher evaluation than company brand; (e) when private brand without showing a private-label manufacture, the attitude toward the brand and purchase intension of new brand is obtained higher evaluation than company brand.
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