An Empirical Study Of Consumer Characteristics Of The Supermarket Own Brand Preferences

In recent years, with the condition of more expedite in sales channel, there has been a strong increase of retailers' interest in private brand by large supermarkets. The motivation has been the growing acceptance of private brand by consumers according to the growth of their culture and consciousness. However, there is distinct diversity on the following two problems: what is the characteristics of supermarket private brand consumers and whether private brand shoppers and non-store brand shoppers differ in their socioeconomic, behavioural, emotion, and psychographic traits. There is contradiction on study of these problems abroad, and the domestic research is more concerned about the theory than demonstration.This paper has a study on consumer characteristics of supermarket private brand on the basis of related papers on private brand and consumer characteristics. First, this paper takes some discussion on the development level of current supermarket private brand. Through analysis of the category of supermarket private brand and study on cognitive degree of customer and compared with abroad development level, a conclusion has been drown that private brand is at the primary level in our country. Second, this paper is to examine whether private brand shoppers and non-store brand shoppers differ in their socioeconomic, behavioral, emotion and psychographic traits. The following work is to research questionnaire design and data collection. After the statistical analysis of the 444 recalled valid questionnaires by T test and F test, the hypotheses are partly proved.The test result indicates that the consumers do not know much about private brand in the country. There have not yet been the typical private brand consumers' group. The private brand products have a great developing possibility in future.