The Study On The Effect Of Manufacturer Cues On Perceived Value And Willingness To Pay For Premium Private Brand

Nowadays,the traditional private brand known by consumers has developed more mature and stable and more and more retailers enjoy their own brands bringing huge profits in our country.In order to gain more profits from the market,domestic retailers are imitating foreign retailers and launching premium private brands.Private brands in our country starts late.There are many private brands known to consumers as "affordable",and that image of private brands has been deeply rooted over the years.It is a huge challenge for retailers to push the premium brand to break through consumers' existing brand image.Therefore,as a retailer's strategic decision to carry out premium private brands,it is the key that whether premium private brands can be recognized by consumers.When the characteristics of the retailer itself cannot be changed,the relevant information of the manufacturer selected by the retailer becomes an important reference factor for consumers to make purchasing decisions.The image of the manufacturer and image of the location of the manufacturer will affect the value perception of the consumer's own brand,so that consumers will pay a premium to their own brand.Based on the relevant clues of the manufacturer,this paper explores the process of the impact of the three dimensions of perceived value on the premium payment intention of the private brand through the manufacturer's corporate image,the image of the manufacturer's place and the packaging similarity.This study through the online survey platform and blocked the site a total recovery of 291 questionnaires,the data were processed by SPSS20.0 and AMOS software,gets the following conclusions:(1)the manufacturer enterprise image,the image of the manufacturer location have a significant positive effect on consumers' perceived value;the packaging similarity plays a negative effect on perceived value.(2)manufacturers' corporate image and the location of the manufacturer positively affect the willingness to pay for private brand;packaging similarity negatively affects the willingness to pay for the private brand premium.(3)perceived value plays a mediating role between the manufacturer's related variables and the willingness to pay-for premium.These conclusions theoretically enriched from manufacturers clues to their own brands of relevant research,added to some relevant theories.The possible innovations are the following:(1)The existing researches mostly focus on the economic type of private brand.The research content is mainly concentrated on the attitude of consumers to purchase,and lack of theoretical guidance for the rising premium private brand.In this study,the premium private brand as the research object,starting from the manufacturers clues to explore its impact on the willingness to pay for premium private brand.(2)Previous studies have explored the mechanism of perceived quality and perceived risk as mediating variables on purchase intention.This study constructs a theoretical model based on perceived value as a mediator,and explores the process path of the manufacturer's external cues through the perceived function value,perceived emotional value and perceived social value on the willingness to pay for premium.Due to the existence of objective factors,the study still has the following shortcomings:(1)The limitation of sample size.Due to the limitation of my time and energy,the paper questionnaire issued mainly in large supermarkets in Dalian,with the geographical limitations,and the number of samples is limited.(2)Under the different categories of products manufacturers clues could affect consumer value perception of its own brand,so it is necessary to discuss the influence of different product categories under the manufacturer cue on WPP.