Consumer Price Sensitivity, Propensity To Buy Their Own Brand Impact Studies,

Private brands is a product of fierce competition between retailers and manufactures, Introducing private brands is an important means for retailers against manufacturers. Accordingly, scholars are interested in studying in factors that impact consumers'purchasing. In this paper, we studied the impact of price sensitivity on purchasing tendency, it has some guidance to retailers'development and management on pravite brands.By analyzing the psychological price of consumers and their attitude to private brands, our research provides suggestions of private brands management in terms of price. In this study, we research from the perspective of consumer psychology, first of all, this paper introduces the development status of private brands at home and abroad and the related theories about retailer's private brand, and analyze the current research and weaknesses of private brands theory, which find out a viable route for the research. Second, it analyzes the influence of price sensitivity on consumer purchase behavior, also contact the actual situation of domestic retailers and consumers, and combined with the theory of price sensitivity, and divides the price sensitivity into three dimensions: price search, price importance and willingness to pay, then it establish the research model and propose related hypotheses. Last, data were collected through questionnaires, and analyzed the investigation results with SPSS 17.0 to test the related hypotheses, and summarizes the relationship between the price sensitivity and consumer tendency.The main conclusions of this study include:(1) This concept model is basically established. (2) In the hypothetical model,all the variables have a significant influence on the consumer tendency, except the age of the consumer.(3) By analyzing the results of the research with the actual situation, this study presents the recommendations for retailers about the management of private brands.