The Relationship Between Nameplates,Product Display And Supermarket Retailers Private Brand Purchase Intention

Since China joined the World Trade Organization,Domestic retail market is becoming more and more international.Local retailers face serious challenges with the Wal-Mart,Carrefour,Marks & Spencer,Auchan and other foreign retail giants entered the Chinese market.In this background,the own-brand domestic retail business strategy caused widespread concern,and there are some retailers,especially supermarket retailer actively participate in its own retail brand strategy practice.However,progress in own-brand strategy practice of retail business is not smooth,its role in enhancing the competitiveness and profitability and other aspects of the play has not been very good.The survey found that domestic consumer have low awareness of its own brand and less willingness to buy which seriously affect the retail own brand market performance.And the understanding of retailers nameplate prompt,merchandise display and other factors which influence consumer willingness to buy its own products is also very limited.These are all the limits of the retailer's own brand development.At the same time,there are few research between the domestic shopping malls nameplate prompt,display of goods with the purchase intention.As market competition intensifies,supermarket retailers want to provide customers with unique merchandise increasingly difficult.So to provide a unique shopping scene has gradually become an important way for businesses to reach consumers when shopping for customers.Merchandise display and nameplate is an important element of shopping scene.Therefore,this paper starts from the perception of the dimension,the influence of private brand perceived quality,perceived price and product attributes for its own brand purchase intention on the basis of combing the relevant research literature at home and abroad and retail industry experts,consumer-depth interviews.Furthermore,analyze the nameplate tips and merchandise display location for the regulation of perceived price,perceived quality and product attributes.Finally,construct a theoretical model of retailer branded willingness to buy influence relations with the nameplate prompt,merchandise display.Then using a variety of methods to test through intercepting customer in the supermarket and rely on the form of a network platform of questionnaires.The results found that: perceived quality,perceived price and product attributes have linear relationship with the consumers who bought own brand linear relationship with retailer branded willingness to buy.Nameplate prompt positively regulates the effect of perceived price and brand perception sensitivity for retailers private brand purchase intention;Nameplate prompt positive regulate the effect of perceived quality and product attributes-food for retailers private brand purchase intention;Commodity display position better,compared to the more prominent features positive regulate the perceived quality for private brand merchandise purchase intention;Commodity display position better,compared to the more prominent features positively regulates the perceived price and sensitivity of brand for for private brand merchandise purchase intention.Accordingly,and in accordance with the practical problems of the present stage in the development of own-brand retailers roads encountered,this paper presents the corresponding countermeasures and suggestions.