Empirical Research For The Influences Of Private Label On Purchase Intention

With the great development of retailer business, a large number of retailers began to develop and popularize private label. Under this condition, the retailer sales not only nation brand in its shop, but also private label. However, private label is different from nation brand, so, the retailer needs to think a new strategy to attract consumer purchase intention.Generally speaking, nation brand spends higher promotion cost on setting up its brand image, so it brings consumers with higher price but good quality feelings, thus it is relatively apt to attract consumers to buy. What's more, in order to increase consumer purchase intention, manufactures usually hold some promotion programs. Private label, however, relies on its low price advantage to attract consumer to buy, low price may cause consumer to query the product with bad quality, and this will reduce its brand image and purchase intention. Therefore, based on marketing theory, this paper from consumer's viewpoint to analyze whether promotion programs, selling price and brand image have an influence on consumer purchase intention or not. In addition, according to the theory of brand management and previous researches, promotion programs, selling price and brand image related to brand equity, and brand equity also has an influence on consumer purchase intention. So, this paper further research the effect of promotion programs, selling price and brand image on brand equity, then discusses whether they will still have influence on purchase intention through brand equity mediating effect.Surveys with form of the questionnaire which regard Watsons consumer as samples has been carried. Then use SPSS10.0 software to analyze the census data of the questionnaire. The results suggest that the brand equity and purchase intention of private brand will be improve by holding promotion programs and raising brand image. And the higher the purchase intention is, the higher the brand equity is. However, selling price of private brand can't have direct influence on purchase intention , it means that the price is not the important key of influencing consumer purchase decision, so the low price strategy of private brand can't exactly earn the advantage. Furthermore, the research finds that promotion programs and brand image will affect consumer purchase intention through brand equity mediating effect. So we can know that brand equity is really an important factor to affect purchase intention, and is even a permanent asset of the enterprise.