零售商自有品牌对消费者福利影响的实证研究

The Research on the Impact of the Private Brand Introduction on the Consumer Welfare

通过对3个城市977个调查样本所收集到有关自有品牌对消费者福利产生影响的相关数据设置变量,采用Logit模型进行回归分析当前我国自有品牌的引入对消费者福利的影响。实证结果表明:我国现阶段自有品牌的引入对消费者福利产生显著性影响的因素为与制造商品牌产品相比,自有品牌产品的质量、包装、价格、货架摆放位置以及自有品牌产品对产品多样性的贡献,上述因素均对消费者福利产生正向影响。

This paper analyzes the current impact of the introduction of the private brand on the consumer welfare by setting logit model regression and the variables related data collected from 977 survey samples of the three cities for the private brand to have an impact on the consumer welfare. The empirical results show that： The factors which the introduction of the private brand produce a significant effect on the consumer welfare at the present stage as follows： Compare with the manufacturing products, the products, packaging, price, shelf placement of the private brand, and the contribution of the private brand of product diversity, the factors have a positive impact on consumer welfare.