Research Perceived Quality Of Private Brand Merchandise In Retail Enterprises

With increasingly fierce competition in the retail industry, enterprises of retail are facing the common problems: how to find new profit growth and develop core competitiveness. Implementing private brand strategy is the solution of these problems. However, private brand strategy is still in the early stage in our country, retailers and consumers do not have a strong sense of it, at the same time there is few domestic scholars study on it, so exploring such issues is necessary.Perceived quality of private brand merchandise is an important factor for purchasing, and it is also the key to successful implementing private brand strategy. Therefore, perceived quality of private brand products should be studied first. However, what factors do affect perceived quality of private brand merchandise? How deeply is impact of various factors? In domestic theoretical research in this filed is few, and using demonstration is scarce.I have read many literatures about private brand of retail enterprises. On the basis of that, I use demonstration approach to study it. The study will find the relationship between the perceived quality of private brand merchandise and some factors. And the factors include: consumer personal factors, the technological factor of products, store image, product price, product promotion and packaging. After introducing fore research on private brand and pertinent concepts, I bring forward several assumptions. Through collecting data and then using statistical analysis software and methods to process data, for example: independent samples t-test,analysis of binary variables relativity, approved the assumptions and gained the conclusions. Finally, using the combination of gray relation analysis and AHP, I get the significant share of every influencing factor.