The Study of Sale Growth Trend on Own Label Brand

• Main Authors: Chen, Kuan-Jen, 陳冠任
• Other Authors: 溫福星
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/63740453956160535038

碩士 === 東吳大學 === 國際經營與貿易學系 === 101 === The price index is higher and higher in recent years, however, the purchasing power does not decrease by Taiwan consumer and it occurs that consumer is very careful calculation and strict budgeting when purchase. Hence, more and more consumer choose own label products in their shopping basket. Besides, retailers are also start to promote own label products, they try to change consumers’ image of own label products are cheap and poor quality. The truth manifested the important of own label products. This research attempts to use the growth mixture modeling (GMM) to discuss the sales variation of own label products and find the sales circulative. In recent years, there has been a growing interest among researchers in the use of GMM techniques for applications in the social and psychological sciences. The present study, which surveys the own label toilet paper by one of Taiwan retailer, use GMM to discuss the sales variation by month, the growth type, and the relationship of store location, employee number and the scale of store. The empirical results were as follow: (1) The sales of own label toilet paper by retailer has circulative and its specific variation. Although the trend is growth in whole year, it is still have the difference in each month. (2) The difference store location, employee number and the scale of store are impact by sales.