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Please use this identifier to cite or link to this item: http://ir.lib.stu.edu.tw:80/ir/handle/310903100/2493

Title: The Research on the Influence of Intention to Buy and Customer’s Satisfaction to Development of the Private Label Product Owned by the Retail Chains
The Research on the Influence of Intention to Buy and Customer’s Satisfaction to Development of the Private Label Product Owned by the Retail Chains
Authors: 黎翠僑
Le Thuy Kieu
Contributors: 金融與風險管理系碩士班
Yen-Yin Ho(Yen-Yin Ho)
Keywords: Private label product, store brands, brand loyalty, consumer’s behavior, consumer’s intention to buy, customer’s satisfaction, price consciousness.
Private label product, store brands, brand loyalty, consumer’s behavior, consumer’s intention to buy, customer’s satisfaction, price consciousness.
Date: 2011
Issue Date: 2011-12-01 13:25:44 (UTC+8)
Publisher: 高雄市:[樹德科技大學金融與風險管理系碩士班]
Abstract: Retailers, who want to develop their own brand products effectively, must have strong customer relationship as well as must thoroughly understand their customers, be able to capture and react to customer feedback and dedicate sufficient resource to build awareness (PRTM). In Vietnam, modern retail market (supermarket) has just developed in recent years. However, this modern distribution channel is developing rapidly. There are many retailers (both local and foreign) expanding their retail chains across the country. In order to attract customers, retailers have continued to develop their own brand products. Therefore, knowing of customer’s intention to buy and satisfying customer are very important to develop a private label brand product in particular and a product in general. That is the purpose of this thesis.
Customer’s intention to buy and customer’s satisfaction are tested through measuring the variance of answering the questionnaires of 300 customers who shop at the supermarkets in Ho Chi Minh City, Vietnam. Then, the collected data is key-in with SPSS software. Regression analysis is used to verify the relationship of the hypothesis.
The research indicates that customer’s intention to buy and customer’s satisfaction influence to the development the private label product. The result of this research would be useful for the retailers who want to develop their private label products.
Retailers, who want to develop their own brand products effectively, must have strong customer relationship as well as must thoroughly understand their customers, be able to capture and react to customer feedback and dedicate sufficient resource to build awareness (PRTM). In Vietnam, modern retail market (supermarket) has just developed in recent years. However, this modern distribution channel is developing rapidly. There are many retailers (both local and foreign) expanding their retail chains across the country. In order to attract customers, retailers have continued to develop their own brand products. Therefore, knowing of customer’s intention to buy and satisfying customer are very important to develop a private label brand product in particular and a product in general. That is the purpose of this thesis.
Customer’s intention to buy and customer’s satisfaction are tested through measuring the variance of answering the questionnaires of 300 customers who shop at the supermarkets in Ho Chi Minh City, Vietnam. Then, the collected data is key-in with SPSS software. Regression analysis is used to verify the relationship of the hypothesis.
The research indicates that customer’s intention to buy and customer’s satisfaction influence to the development the private label product. The result of this research would be useful for the retailers who want to develop their private label products.
Appears in Collections:[金融與風險管理系(所)] 博碩士論文

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