| Summary: | 碩士 === 淡江大學 === 國際企業學系碩士在職專班 === 100 === Lately, it is more and more active in the management of the private brand at the retailer. Private brands can bring profits, nowadays, consumers are more familiar with private brands. The private brand already gradually influenced consumers’ purchase behaviors. Therefore in the hypermarket retailer the private brand and the manufacturer brand competition also tends to be the superheating. The purpose of this study is to investigate the consumer attitudes , purchase intention and product image in the private brand and the manufacturer brand by different promotion way , the factors that influence it. In the hope to offer contribution to the development of the wholesale business.
This study adopted a survey research design, were collected Taipei area customer primarily for research investigation object.
1、The private brand and the manufacturer brand have the remarkable difference in the price with the non-price promotion different combination way under to the consumer attitudes.
2、The private brand and the manufacturer brand have the remarkable difference in the price with the non-price promotion different combination way under to the purchase intention.
3、The private brand and the manufacturer brand have the remarkable difference in the price with the non-price promotion different combination way under to the product image.
According to the result of the study, it is suggested that the wholesale stores, to improve the customer wishes to purchase by price promotion way; on the side, to promote the location of the private product and the promotion way of the D.M and show bill. Another study also found that the manufacturing industry use too many promotion to be able to let consumer suspected whether it is low quality to affect the consumer impression, and to injure the product image and reduce the purchase wish. Therefore the suggestion manufacturer brand can strengthen the product quality to enhance the customer purchase wish.
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