The Research On The Relationship Among Customer Percept Value, The Attitude Of Consumer And Purchase Intention Of Retailer’s Private Brand

Retailer s private brand is a product of the times, is a new things with theretailers growing up. It is used for making the retailers special to the customers.With the controlling of the sales channels, the private brand is more and moreappearing in the consumer before. If the retailers wanted to win more market, theymust vigorously develop the private brand. Because that the national brand has beencontrolled most of the market and limited other brand to be in their market.Firstly, this article discussing the development of the private brand and theadvantage of the private brand and the success of the private brand. The private branddevelops very well in the US, England and many other countries. Secondly, thisarticle discussing the difference among the private brand and the national brand andthe service brand. Through the study of the private brand, we extract two facts thathave inflection on the private brand: the perception value and the consumer attitude tothe private brand. Finally, we through the design of questionnaire and a questionnairesurvey and use the SPSS16.0tot analysis the data, we have our result.The results are as follows: quality value on the purchase intention of privatebrand impact is the biggest. The price value is the second one and the emotion value isthe third one. The last one is the social value. The quality value and the price valueand the social value and the emotion value all have significant influence on thecustomer attitude to the private brand. The perception value s four apartments and thecustomer attitude to the private brand all have influence to the purchase of privatebrand. The quality is very important to the retailers because that the consumers havetheir basic requirement, you should satisfy it at first. Relating suggestions to theretailers private brand is in the last section.