消费者对零售商自有品牌认知与购买行为的实证研究——基于对乐购超市(大连店)抽样调查

自有品牌在中国消费者中影响力较小,以乐购超市(大连店)为调研对象,在理论分析基础上,采用问卷调查的方法,并利用Excel2003、SPSS17.0软件对调查数据进行频率分析与交叉分析,显示消费者对乐购自有品牌商品认知度较低,购买人数少,评价较满意,并得出教育程度、收入水平、消费者购物习惯与自由品牌的认知和购买具有相关性的结论。提出加大自有品牌宣传力度,明确目标顾客,科学合理设计摆放位置,采取低价策略等对策建议。

Private brand has little leverage to influence Chinese consumer. It takes tesco supermarket （Dalian branch） as re- search object, on the basis of theoretical analysis, using the method of questionnaire survey, and Excel 2003, SPSS17.0 software to frequency analysis and cross analysis of survey data, according to consumer cognitive on teseo private brand goods is low number of people buying is less, evaluation is satisfied, and concludes that education level, income level, consumer shopping habits and conclusion of the relativity of freedombrand are related to purchasing. Retailers should strengthen publicity,define target customers, take scientific and reasonable placement,take the low- price strategy.