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中英消费者对自有品牌的品牌认知

时间:2014-07-10 17:02来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien

摘要

在中国,自有品牌的品牌研究很少,自有品牌与一般的品牌和民族品牌相比占用较少的市场份额。然而,在英国,自有品牌发展较快。因此,本论文旨在通过以民族品牌为标准,探索中英消费者对自有品牌的品牌感知度的差异性。
 

文献综述将审查如品牌资产/形象、自有品牌的品牌认知和双重危机的相关理论,探索在中国和英国自有品牌与民族品牌的发展差异,消费者购买行为的影响因素,以及在中国和英国消费者对自有品牌的认知度研究。主要目的是确定不同国家消费者对自由品牌认知差异,以及中英民族品牌的发展。
 

本文作为一篇留学生毕业论文,其研究所需要的文章数据来源都是真实可靠的。研究将主要采用非概率的形式进行,首先采用抽样的方法随机从北京西单和王府井两大购物中心和几个大型超市选择200公众。问卷调查将用于数据收集和统计项目的数据分析。
 

CONSUMER PERCEPTIONS OF PRIVATE LABEL BRANDS IN CHINA COMPARED WITH THE UK

Summary

In China there are fewer studies of private label brands (PLB's) that take up less market share than generic brands and national brands. However, there is a successful development of PLB's in the UK. Therefore, this thesis aims to explore the difference of consumer perceptions on PLB's between China and the UK with national brands as a standard.
 

The literature review will review theories like brand equity/image, PLB's and double jeopardy; PLB's development compared with national brands in China and the UK; the influencing factors of consumer purchase behaviour and previous researches of consumers' perceptions about PLB's in China and the UK. The main objective of this part is to ascertain the difference of consumer's perceptions between PLB's and national brands in the UK.
 

Primary research will take the form of a non probability convenience sampling method to randomly select 200 members of the public from two shopping malls of Xidan and Wangfujing and several large-scale supermarkets in Beijing. Questionnaires will be used for data collection, and data is analysed by Snap statistical programme.
 

The finding shows that there is a significant difference of PLB's perception between China and the UK. Before the evaluation of brand image, the awareness of PLB's in China is understood and just less than half of respondents know the own-label biscuits. With reference to the literature reviewed on consumer perception in the UK, it can get the result that Chinese PLB's are perceived lower than British PLB's on the all attributes except “cheap” and “good value”.
 

Chapter 1: Introduction

1.1The topic of research

The aim of this thesis is to better investigate how private label brands (PLB's) are perceived by consumers in China, and compare it with the UK's.(责任编辑:BUG)



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