摘要
较于发达国家的消费者而言,我国消费者接触自有品牌的时间较短,对自有品牌了解不足,很难说自有品牌是否引起了中国消费者的广泛注意。此次调研以乐购超市(大连)为调研对象,在前人研究的理论基础上,结合中国消费者的认知,采用问卷调查的方法,并通过Excel2003、SPSS17.0软件对所得调查数据进行频率分析与交叉分析,研究乐购超市自有品牌的认知状况。
Comparing with developed countries, the time of our consumers knowing private brand is shorter. The consum- ers know little about private brand, so it is hard to say whether private brand has been paid much attention to. This re- search took DaLian Tesco Supermarket as the object, based on former research product, combined Chinese consumers＇ awareness, used the method of questionnaire survey and used Excel2003 and SPSS17.0 software to analyse survey data, to study the awareness of Tesco＇ s private brand.
出处
《贵州商业高等专科学校学报》
2013年第4期36-41,共6页
Journal of Guizhou Commercial College
关键词
乐购超市
自有品牌
消费者
Tesco Supermarket
Private Brand
Consumer
