| Research on Private Labels first appeared in western literature in 1970s, since then, more and more researchers made studies in the very field, which constituted a climax in the mid of 1990s. However, related studies at home states still in a studying-and-groping stage. Based on the development of Private Labels at home, this paper concentrates on the relationship between perceived risk and Private Label buying.Instead of looking into the relationship between the total perceived risk and Private Label buying as previous research did, this study concentrates on therelationship between the four aspects of the perceived risk------financial risk,functional risk, safety risk and social risk------and Private Label buying. Meanwhile,the model in this paper contains the impact of the national brands into consideration.Three hundred questionnaires were distributed to the students in Wuhan District, which asked the participants to evaluate perceived risk of five products and their buying will as well. Our study discovered that there's a respectively minor relationship between financial risk, safety risk, social risk and Private Label buying. No remarkable relationship between functional risk and Private Label buying had been found. As for the impact of the national brand, seven out of eight hypotheses were found to be untrue.Related findings in this research are meaningful in the following aspects: Firstly, as for the product category, retailers may choose to develop Private Labels in product categories where the perceived financial risk, safety risk and social risk are low; Secondly, as for marketing tips, retailers may concentrate on the low financial risk, safety risk and social risk when marketing Private Label products.Finally, limitations in samples , product categories and aspects of perceived risk constitute the disadvantages of the research and further studies are needed. |
