A Research On Influencing Consumer's Choice For PB

Research on Private Brands (PB) 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 are still in a studying-and-groping stage.Through the overview of previous literatures on PB, there are some major determinants influencing PB strategies: a retailer's conditions, manufacturers' brands and suppliers of PB, consumers, products characteristics and so on. As we all know, consumers'recognition and purchase are the premises of PB's success, and are based on the perceptions of PB's quality. While the store image, price and brand are important factors at influencing the perceptions of PB's quality. However, there were no sufficient attention, or the conclusion was not consistent.Based on the development of Private Brands at home, this paper concentrates on the effects of price, brand, and store image on consumers' perceptions of product quality and their willingness to buy. Results indicate that: Favorable brand and store image positively influenced perceived quality and subjects' willingness to buy. Consumers's perceived risk had a negative effect on purchase intention. But the relationship between price and perceived quality and the relationship between price and purchase intention are not confirmed.Finally, The major findings are discussed and directions for future research are suggested: improving store image, designing appropriate brand, establishing reasonable price for PB, and developing PB in product categories where the perceived risk is low, and as for marketing tips, retailers may concentrate on the low perceived risk when marketing PB products.