Research About Relationship Among Consumer Brand Awareness,perceived Quality And Purchase Intension In Retail Enterprises

Under the ages of the globalization, with increasingly fierce competition in the retail industry and more and more enterprises of retail become strong, every enterprise was eager to find new profit growth and develop core competitiveness. Implementing private brand strategy is the best solution for it .The retail trade became to know"the second profits source"—private brand. The several decades of development, the PB merchandise has already become the very important part of core competencies in the west countries. The PB can bring the retail business enterprise many advantages, such as the supply chain structure optimizing, the differing, the cost lowering, which are the source of the core competency. Our country's retail business enterprise has already known the importance of PB, but until now, private brand is not development well in our country as in other country. Consumers did not pay any attention to it. Are there any relationships between brand awareness and buy attention, or some relationships among there three? There is few domestic scholars study on it, so exploring such issues is necessary.This article first discusses the function and market positioning of PB, then analyses the factors of influence, especially the factor of the consumer brand awareness. Therefore, abiding by the researching train of thought and logical framework above, this article is divided into six parts:The first part is an introduction. In this part, we do some contrast between foreign and domestic research, the research show that our country's retail business enterprise develop PB is very important thing;The second part concludes the factors which influence the perceived quality and brand awareness, then, do some change in brand awareness test.In the third part, this article brings forward three hypotheses according to the former research, the first one is the higher purchase has higher perceived quality than the lower; second, the higher purchase has lower brand awareness than the lower; third, consumer's brand awareness correlation with perceive quality;The fourth part analyzes the data. Divided all consumers into three groups and use T-test to test the differences between the highest and the lowest one. There are some obvious differences in the field of perceived quality and brand awareness between two groups.The fifth part does SEM analysis and fit model by using AMOS..The sixth part: The research shows the consumer brand awareness influences their purchase intention; and there is an indirect path via perceived quality to influence consumers'purchase intention. The seller can aim at the some people who have not strong brand awareness. But the important thing is brew consumer's reactivate quality about private brand.