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-- To establish the influence factors of consumer purchase behaviour in China and the UK

-- To determine consumers' perception of PLB's and national brands in the UK

-- To determine consumers' perception of Chinese PLB's and national brands

-- To ascertain the different brand perceptions of PLB's in China and the UK

1.5 Report Structure

This thesis contains eight chapters. Chapter2 to 4 are based on a literature review about theories and relevant knowledge of marketing background. Chapter2 outlines the theories about branding, and then chapter3 introduces the private label brands and their development in the UK and China. Chapter4 refers to consumer perception of PLB's review between two countries based on analysing the determining factors of purchase. The research method is explained in chapter5 with some specific designing scheme. The results of surveying Chinese biscuit category is presented, interpreted and analysed in chapter6, and discussed relating with the UK's market of literature review in chapter7 before conclusion and recommendations are given in chapter8.

Chapter 2: Branding

Chapter 2 introduces the definition of branding with its importance in the retail market, and moves to realize “brand image” and “brand equity” as well as the shift between them. In addition, the Double Jeopardy (DJ) Effect is identified finally. The aim of this thesis is to evaluate Chinese consumers' perceptions of private label brands (PLB's) in comparison to UK's. Therefore, it is necessary to understand the background knowledge about “brand” first.

2.1 The conception of branding

A brand was defined as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors” (p.404, Kotler, 2000).

Aaker (1996) indicated that brand was used for suppliers to reflect the consumers' purchase information and make communicate with customers easier, so that it is helpful to build a long-term relationship of belief between buyers and sellers.

Wileman and Jary (1997) had realized that retail branding was playing an important role in the modern retail market gradually. Managers and executives also perceived that retail branding could be used to increase benefits as a strong vehicle in the competitive retail industry (Carpenter, et al. 2005). The reason is that the relationship between a product and consumers is personified by the brand name (organization's name) on the product itself, like Microsoft and Nescafe (de Chernatony and McDonald, 2003).

The difference between a brand and a commodity is shown below in figure1, which describes the process of decline from brand to commodity. Following the disappearance of brand characteristic, a reduction in the differentiation of price and product/image is demanded to achieve the likeness of product offerings in the particular category. Thus the “added values” is the main difference between a brand and a commodity. The result proved t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。