超市自有品牌产品属性对顾客感知风险的影响探析

Consumers' Perceived Risk Influenced by Supermarket Own-brand Product Attributes

感知风险理论是消费者行为理论的重要内容之一。然而,消费者在购买自有品牌和制造商品牌时,价格、品牌等因素对其心理感知的影响是存在差异的。本文通过国内超市自有品牌发展现状的分析,重点探讨了自有品牌产品属性如何影响顾客的感知风险,并提出了一系列的营销策略。

Perceived risk theory is an important part of consumer behavior theory. But, when consumers buy some own brands or manufacturer brands, price, brand and other factors influence differently on their accurate psychology. This article analyzes the state of supermarket own-brand in China, focus on how supermarket own-brand product influence consumers＇ perceived risk, and proposes a series of marketing strategies.