The Research On The Influencing Factors Of Consumer Selecting The Private Brand

When commercial competition develops to a certain stage,retailers chose to develop their private brands in order to maintain its competitive position,and took full advantage of their intangible assets.Recently, When multinational retailers swarm into China,the competition of our retail industry comes into perfervid condition.As to the coming fierce competition,chinese retailers must build up brand sense and develop their private brand,only in this way can they stand out in the drastic competition of retail market.Standing in the customers'standpoint, first,this paper introduces the related theories about the brand and retailers'private brand which are discussed step by step.Then it summarizes the average influencing factors of consumers selecting the retailers'private brand,and analyses the predecessors'deficiencies which find out the feasible route for the theoretical research. Second,it analyses the actual state of retailers'private brand at home and abroad and the consumers'behavior.It also fetchs the influencing factors of consumer selecting the retailers' private brand,then build up the concept model and raise the related hypotheses.Last, by designing the questionnaire and collecting data,analysing the investigation results with SPSS, this paper verifies the related hypotheses and summarizes the relationship between the various influencing factors and consumer desire.The conclusion mainly including several points as following:(1)The concept model is fundamentally tenable.(2)In the assumption model all the factors interrelate notably with the consumer disire,except the consumer statistical variable and the factors it includes,and the safety of the product and the brand cognition of brand relation.(3)Finally,according to the conclusions,this paper raises proposals from five angles to retailers operate private brand.