Segmentation Research Of Private Brand Customer In Hypermarket

With the robust growth of china chain store, retailer gains scale economy which lays the ground for the development of private brand. Nowadays, market share of China private brand is 2.3% of whole chain store market with 8% annual growth. Refer to foreign private brand's 15-40% market share, China private brand has a broad future. Therefore, not only retailer but also researcher has paid attention to customer of private brand though no breakthrough of china private brand research has achieved.This research studies segmentation of private brand customer. According to perception variables promotion sensitivity, innovation consciousness and demographic variable education level, family member, this research segments private brand customer into six groups: new worker group, poor young group, promotion sensitive group, innovative group, comfortable young group, economical old group.The significance of this research includes three aspects: 1.Find the key segmentation variable to distinguish private brand customer. Though lots of researches tried to distinguish private brand customer from manufacturer brand customer, the segmentation criterion is ineffective. This research uses structural equation model to find out the four most effective variables in predicting private brand purchase intention as segmentation variable. 2. Prove the difference between private brand customer and manufacturer brand customer. Since the diversified viewpoint towards the difference between two kinds of customers, this research proves the difference by the difference proportion of segmentation group between two kinds of customers. 3. Use segmentation theory to study private brand customer. Prior research uses mean test to sketch private brand customer, but this research uses all kinds of explorative ways to color private brand customer which could give reference to private brand management in industry.