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research proposal sample

1. Executive Summary
On the ages of the globalization, retail trade in Chinese market faces the increasingly vigorous competition. The retail trade became to know “the second profits source”---own brand. The several decades of development of own brand, its merchandise has already become the very important part of core competencies in the west countries. The own brand exists a lot of advantages and it can bring them to the retail enterprise, such as the supply chain structure optimizing, the differing, the cost lowering. They are all the source of the core competency. Furthermore, many retail enterprises have already known well the importance of own brand. According to the previous study, this article is to about the perceptive of customer and focuses on the development of own brand and marketing tactic.

The article’s purpose is to explore the relationship of customer perceived value and own brand proneness using empiric research . Take the supermarket as example, through analysising and researching the customers own-brand consumer sentiment, the article can provide the guidance and information for the retail practicing their own-brand strategy .

The article first discussed the concept of own-brand, then analyses the current situation of own-brand in Chinese retail market and realizes what kind of problems and why they exist. In order to build the research model, the article analyzed previous research about own-brand and customer perceived value. Susan Whelana and Gary Davies (2006) suggested that traditional methods of market segmentation based on demographic variables have shown mixed results in differentiating between those who are more likely to buy own brand products and those who prefer national brands.  Hence, the article can be found that the authors used human personality to describe consumers of own brands. So, the article considered human personality as a moderator variance and explore the moderator effect which has relationship between customer perceived value and own brand proneness through empiric research.

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2. Working Title
Exploring the relationship between customer perceived value and own brand in Chinese retail market——The empirical research based on supermarket（加入副标题，限定是对超市的研究）

3. Research Problem
Own brand in retail market is also called private brand, private label and store brand. Many scholars defined own brand from different angles. Ghosh (1990) defined own brand as the brand that retails consign manufactures to produce. Hoch (1996) suggested that own brand is a unique brand which can spread in the whole market and is a unique brand that retailers can master freely. Retail business defined own brand as the product brand that makes the benefit of retailer as centre. It can be sold through the channel of retailers. The Private Label Manufactures Association believed that own brand products include all the products that are retailer’s brand.

Altogether, own brand is formed by collecting and analyzing the information of customers. And it extracted the function and style of new products to choose suitable firms to develop. Finally, it registered and sold by retailers.

A lot of scholars have already studied the subject about own brand. They mainly included: the relationship between various market factors and own brand succ本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。