| Modern market economy, many of the national economy for the retail industry's high degree of interdependence, making the community from the retail end of the industry production system into the lifeline of national economy and leading industry. December 11, 2004, according to the World Trade Organization and increase our commitment to the abolition of foreign retailers in the mainland equity ratio of the shop. shop and the number of open regional restrictions Since then, China's retail industry fully opened to foreign investment. This competition started. In recent years, Chinese retail sales of consumer goods were up more than 20% of the rate of growth, even if it is to catch up with the times by the U.S. loan crisis caused by the financial crisis in the world, it did not stop the rapid pace of the rise.However, in the conduct of the national economy into the cycle of steady growth, expanding domestic demand policy implementation, the growing consumption of a good situation, China's retail industry there are the following: sales of 100 fast growth, but small-scale enterprises; The main strength of the retail distribution imbalance: Retail single slightly; retail business to be raising soft power; top 100 retail enterprises such as the convergence of a number of issues. After three of which are operating on a common problem. Particularly in the commodities portfolio, similar to a large number of brand-name products into the pro shop. When you walked into a large retailer of cosmetics on the first floor area, where you will store and a puzzled.This study attempted to on the basis of previous studies, in order to store the image on the perceived quality of goods and the relationship between literature and into the finishing as the basis, many scholars define the dimensions of the image of the store in as the starting point in common, logical Come to the assumption of this study to enhance the image of the store can improve the perceived quality of consumer brand-name goods. In this study, a sample survey with the logical combination of methods, explore the shops on the image of the brand-name merchandise will not be perceived quality of general merchandise such as the perceived impact on the quality of the same, different image of the store will affect consumer perception of quality brand-name goods. This study will further enrich the image of the store's theoretical research and give hope that the combination of commodity strategy for retailers to provide information.Store the image on the perception of the quality of goods, many scholars have conducted research. The majority of scholars believe that stores the image on the perceived quality of goods into a positive correlation between. However, research in this area is not uniform. Rao and Monroe (1989) study shows that consumers shop with the name of the attitude of consumers shop on the perception of the quality of products is not significant. On the other hand, consumer perception of quality brand-name goods would Shops as a result of differences in image different? Large-scale retailers in the basic service line, manufacturers of branded products business continued to strengthen the core competitiveness of today, whether or not the image of stores Will affect the people of the large-scale retailers to sell both the perception of the brand-name goods, the quality of it? Researchers in there I do not agree with the store bought brand-name goods experience. With this kind of thinking, this article to their logical assumption: Store the image on brand-name consumer goods, perceived quality of a positive correlation.On the basis of this study was designed to take the image of the scale for the store Chowdhury (1998) of the scale, a total of 18 questions. The use of brand-name goods is the scale of perceived quality of Jiang Hua. Guo Lei (2003) in accordance with Dodds (1991) the adjusted scale.Based on large-scale retail store in Changchun City and the impact of representation, the course of the study show Zhuo era shopping plaza, new shopping parks, are Europe and Asia, Europe and Asia stores, Changchun Department Store, Wal-Mart stores (Chongqing Road shop), Heng Ke Long supermarket (Guilin Road shop), the International Shopping Center Business (Changchun stop shop) retail stores for a total of eight subjects, in areas where they select a sample. Select the last three major national retailer of cosmetics, skin care sales in the highest category of the Olay brand-name merchandise for the investigation. Investigation into: First, the consumer's perceived image of the store; Second, consumers shop on the Olay skin care quality perception. In order to ensure the targets of the evaluation of the stores have enough understanding of questionnaire design in the frequency of shopping in a store issues.Through analysis of the mean, we have seen six or store the image of the difference is clear. Zhuo at the exhibition which stores the image of the first Wal-Mart, the country and are located in the second and third, which basically reflects the reality of the situation. Xintian shopping due to the establishment of the park late, so the lowest average in the survey.Store the image and brand-name consumer goods perceived relevance of the quality of analysis, this study used two ways, both have shown that stores the image and brand-name consumer goods not related to perceived quality, which negates the assumption.For retailers, blindly increasing the number of brand-name merchandise and enhance consumers can not store the image of the evaluation, thus increasing their willingness to buy. Commodities in the portfolio to take into account the characteristics of their own, large-scale retailers operating in the fundamental convergence, not only to pay attention to sales, while stores do a good job and location of goods, to establish their own advantages. |
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