Factors Affecting Private Brand Purchase Intention

Over the past decade,amid the highly dynamic international business environment, store brands have grown significantly in the retail and consumer goods markets.International retailers engage in the active promotion of store brands to generate higher revenues and gross margins,increase store traffic and bargaining power relative to national brand manufacturers, and to boost store loyalty and improve store differentiation. Store brands hold strong influence and grew fast in the international retail market.According to a survey of80product categories in38countries, the global average store brand shares about17%. As the growth rate, Store brand growth rate is5%, which is more than twice of manufacturer’s brand growth rate (2%). In fact, more than2/3of the concerned market, Store brand sales grew faster than the corresponding manufacturer brand.However, China’s store brand is still in the development stage, not only have less category of the products, and also consumers to the brand cognitive level is low, the market share is still low.According to the newest data from ABN-AMRO Bank, the store brand market share in China is just3%。This study focused on why our store brand share is so low and the factors which had an effect on store brand Purchase Intention. The existing study on the private brand purchase intention influencing factors, including consumer personality, consumer perception. The existing domestic and foreign research mainly focused on perceived quality, but rarely consider of the dielectric function. In addition, the own brand relies on low price advantage to attract consumers, we can guess that the price conscious consumers on private brand purchase intention is higher. Finally, our own brand market share is relatively low, there may be less familiar with the consumer. We believed that price consciousness,perceived quality and familiarity influenced purchase intention.Empirical analysis using SPPS17.0,Empirical results:price consciousness, perceived quality, perceived risk and familiarity have significant effects on purchase intention. Perceived risk had the strongest total effect on perceived quality and store brand proneness in a collectivistic culture such as China and its effect on store brand proneness was partially mediated by perceived quality.