The Impact Of Private Brand Positioning On Consumers Purchase Intention Ounder The Evironment Of Multi-tire Private Brands

With the increasingly intensified competition in the retail industry, retailers havestarted the development of its private brand to obtain a favorable competitive position,more durable and stable development. The private label is more mature developed inforeign countries; in contrast, the development of private brand in domestic is still inits early stage, has not yet matured. the level of domestic consumer awareness ofprivate brand is low, usually they regard them as low quality and low price. Lowperceived quality leads to low consumer willingness to buy the private brands. Theresearch on the private label had been a hot research topic and the research on it in thedomestic sstarting from the retailer perspective, with a focus on the influencingfactors to the development strategy of its private brand as well as consumers to buy itsprivate brand. Currently, the perception of the private brand has become a mainstreamresearch in the domestic, Including perceived quality, perceived price and perceivedrisk. The research on perceived quality focuses on the reasons for the low perceivedquality and the measures to improve the perceived quality. The factors influencing theperceived quality include price, quality and the store image. However, research on theperceived quality of the consumers under multi-levell private brand is rare. Therefore,this article is going to study it from the consumer perspective, serve the positioning ofthe private brand under the environment of multi-levell private brand as the focus ofthis research, to analyze the impact of the private brand positioning on perceivedquality by Empirical research, and to further study the relationship between theperceived quality and consumers purchase intention of private brand.This article is based on a lot of analysis of the literature on the private brand athome and abroad, through the empirical this article is going to analyses the privatebrand positioning and to build the theoretical model of influencing the consumerspurchase intention under the environment of multi-level private brand at the sametime. The main contents of the study include the impact of price, quality-pricecombination positioning of the multi-level private brand and the image positioning onprivate brand. And to further explore the impact of perceived quality on purchaseintention as well as the regulation of the relationship between the two data. This paperintroduces the concept of the private brand, the concept of multi-level private brand,and the concept of perceived quality, combined with prior research in this area,proposed the assumptions of this study, and based on the scale developed by the scholars at home and abroad as well as the specific development situations domesticto fulfill the questionnaire design, and through the formal implementation of theresearch to modify, improve, and come to the final questionnaire. The empiricalresults show that:(1) Under the environment of multi-level private brand, the price of private brandwill have a positive impact on the perceived quality;(2)under the environment of multi-level private brand, the Premium private brandis positively correlated with the general’s private brand, however cheap private brandhas a negative impact on the overall own brand; the quality-price combination ofpositioning and image positioning of private brand has a significant impact onperceived quality;(3)under the environment of multi-level private brand, the quality-pricecombination of positioning and image positioning of private brand has a significantimpact on perceived quality, namely, the imitation on packaging and display locationof manufacturers brand will enhance consumers’ judgment on the quality of privatebrand.(4) Under the environment of multi-level private brand, the perceived quality ofprivate brand will have a positive impact on the consumer’s purchase intention;(5)The relationship between perceived quality and the consumer’s purchaseintention is significantly influenced by product category and consumer personalcharacteristics.Finally, the conclusions of the empirical research can make some Managementrecommendations for the ddomestic retailers. At the same time, it shows thelimitations of this study and future research directions.