The Empirical Study Of Chinese Consumer's Mentality In Store Brand Product Consumption

This dissertation took ordinary consumer as the research object, and did an empirical study of Chinese consumer's mentality in private brand products consumption. This dissertation utilized questionnaire survey to collect data, and did statistical analysis using collected data. First, several hypothesis were put forward based on Chinese reality; and proof-test to the hypothesis was done when data analysis was completed; Then some suggestion was brought forward based on the conclusion.First, the significance of this research as well as research mode and technique were intensively expatiated upon, and then related achievement of mentality research in private brand products consumption was reviewed. The incentive why supermarket develop private brand was expatiated in succession.Then, Hypothesis of this dissertation was put forward; questionnaire design and survey were intensively expatiated upon. Through statistical analysis of the data collected from questionnaire survey, these hypothesis have been proved to be true: consumer with private brand proneness has centralized distribution in demography; consumer's perception to the quality of private brand has correlations with consumer's perception to the packaging and price of private brand; consumer's willingness of private brand consumption has correlations with consumer's loyalty in store brand and loyalty in national brand, consumer's willingness of private brand consumption also has correlation with consumer's perception to the quality of private brand.In the last, suggestion was made as follows: cooked food and stationery as well as plain commodity should be developed in priority; sales promotion and advertising should target those population that have higher private brand proneness such as consumer in male and consumer with month income less than 800 RMB; improve the packaging of private brand and set appropriate price for private brand.