||In recent years, there are more and more private label products in Taiwan’s retailing channel. It is easy for consumer to purchase those products though supermarkets, hypermarkets, or convenience stores. Retailers have developed and sold private label products widely in the United State and Europe for past three decades, and high proportions of the consumers had such good impression for those products. Private label can create big profit for retailing channel especially in hypermarket in Taiwan, but the actual profit remains small for years. That’s why we want to know what causes the result. In this article we hope to find some important facts and to provide suggestions for the future strategies.|
Private label products can have different performance through different categories, and many articles find that private label in some specific categories bring more profits than others. In this article, we choose ten different products to understand how product characteristics affect consumer behavior. We use convenience sampling in Taipei and Kaohsiung. By means of the questionnaire survey, we try to learn more about the effect of consumer behavior and product characteristics on hypermarket's private label’s attitude and purchasing behavior.
Both quality and price are key factors which can affect purchasing. The quality difference between national brands and private labels cause the lower purchasing intentions in private label. We also find that private label performs better in daily use products and stationery. It is shown that through different categories, the acceptance and attitude toward private label will be different. We suggest adding more factors of consumer behavior and product characteristics to understand the purchasing behavior and the attitude toward private label products in the future study.