The Demonstration Research On The Influence Factors Of Renrenle Supermarket Self-Owned Brands Purchasing

The research and development of Self-owned brands in the west has entered the prosperity era, they obtained larger profit and economic benefits from their own brand development, self-owned brands become an important part of they enhance retail core competitiveness. But our country's large retail enterprise develops self-owned brands business is in recent years, the theoretical research on the market is still in the primary stage.This article takes the consumers' purchasing factors as the research subject. According to the research results, found that many research of self-owned brand take the perception quality as a point of perception. So I take the perception quality as intermediate variables, research the several factors that influence perception quality whether directly affect consumers of self-owned brands products purchasing. The consumers'perception quality to products contains many aspects, for the self-owned brand products of RenRenLe Supermarket, this article selects individual education level and income,brand reputation,relative prices and store impression as factors to research, explore the relationship between these factors and consumers' purchasing.First, the article analysis from the industry background and the theoretical background, proposed the research significance of self-owned brand purchasing influence factors, summarize the former research results, takes the related theoretical research achievements as the research foundation. Secondly, introduces the self-owned brand theory and theory of influence purchase, including a series of related concept and introduce the develop current of RenRenLe Supermarket's self-owned brands. It also analyzes the general influence factors of purchasing self-owned brand, extracting the influence factors of purchasing self-owned brand; establish the research model, proposed the research hypotheses. Lastly, through the questionnaire and data collection, analysis the questionnaire result with SPSS, checking up the related hypotheses, educed the relationship between the influence factors and the consumers' purchasing.According to the demonstration results, the conclusion is mainly including several points as following:(1) The concept model of factors influencing the self-owned brand purchasing that the thesis established is fundamentally tenable. (2)In the assumption model, except the factor of individual education level and income, and the consumers' purchasing is negative correlation, brand reputation,relative prices and store impression is positive correlation with the consumers' purchasing, also the perception quality of self-owned brand and the consumers'purchasing is positive correlation.The research results give some suggestions of the self-owned brand development to RenRenLe Supermarket:the self-owned brand can't play low price again, loud the visibility of brand, must set up the good enterprise image, enhance the brand competitiveness.