工商管理本科毕业论文标准外文翻译（有出处）.doc

毕业论文（设计）外文翻译 题目： 系 别：工商管理 专 业：市场营销 班 级：08甲班 学 号： 学生姓名： 指导教师：二一二 年 三 月influence of consumer and category characteristics on private label attitudes and purchase intention in emerging market a conceptual model作者：Sandra Horvat国籍：Croatia出处：International Journal Of Operations ManagementAbstract Until recently, private labels were considered to be a phenomenon limited fast moving consumer goods in markets of economically developed countries. However, analysis of data on value shares and private label growth rates on the global level indicates that this is no longer the case. Private labels have become real competition to manufacturer brands which can no longer be ignored. Due to the rapid growth of private label market share researchers have looked into different influential factors in attempt to comprehend reasons behind their success. Existing research on private label management have made a significant contributions to the development of theory and practical strategies, however, the problems of managing private labels at the level of individual categories is still not sufficiently explored, although the differences among the product categories are highlighted as critical source of differences in private label success. On the other hand, consumers reflect the demand side of the purchasing process so their perceptions and characteristics critically affect decisions on brand selection and therefore performance of the brand. The primary purpose of this paper is to define category and consumer level factors which affect consumers attitudes about private labels and consequently their purchase intention in emerging markets and to propose an adequate conceptual model.Key words: private label attitudes, consumer characteristics, category characteristics, emerging marketIntroduction The increase in sales and market share of private labels is one of the most significant phenomena in both distribution channel theory and practice (Veloutsou, Gioulistanis and Moutinho, 2004) and one of the most important strategies developed by retailers in the last 30 years (Berges-Sennou, 2009). Their exponential growth and the fact that they have become strong competitive threat to national manufacturers (Bao, Bao and Sheng, 2011) has stimulated increased academic and commercial interest in private label management (Baltas and Argouslidis, 2007). During the last decade there has been a significant change in the way retailers see their role in the market. From passive intermediaries in the channel, retailers are now active marketers developing new store concepts and private labels designed for well-targeted segments (Lambin, Chumpitaz and Schuiling, 2007). Tremendous marketing efforts have produced huge results in a relatively short period of time, bringing private labels to nearly every item that consumers buy at the retail level (Herstein, Efrat and Jaffe, 2010). Retailers now compete directly to manufacturers brands and have the power to push them off the shelves if they are not leaders in their product categories (Lambin, Chumpitaz and Schuiling, 2007). That is way it is so also important for manufacturers to have better understanding of private label management because standard predatory tactics which manufacturer brands use in mutual competition can not simply be transferred to competition with retailers (Dhar and Hoch, 1997). Private label management is a multidimensional process which, according to Steenkamp (2005 in Herbert, 2009), is influenced by four dimensions, so called 4Cs Country, Category, Consumer and Customer. All of the aforementioned dimensions are influenced by the number of factors which interact with one another what makes private label management very complex. Existing researches on private label management have made a significant contributions to the development of theory and practical strategies but the problems of managing private labels at the level of individual categories is still not sufficiently explored, despite the fact that product categories differences are highlighted as critical source of differences in private label success (Batra and Sinha, 2000). on the other hand, consumers reflect the demand side of the purchasing process so their perceptions and characteristics critically affect decisions on brand selection and therefore performance of the brand (Chen, 2005). The goal of this research is to analyze two elements of private label management which can to a certain extent be under manufacturers control category characteristics and consumer characteristics. Better understanding of those two groups of factors will enable manufacturers to develop strategies to neutralize growing threat that private labels pose. Particular interest is paid to development of a model suitable for emerging markets which are characterised by high private labels growth rates although market shares are still substantially lower than in developed countries. Giving their high growth rate it is especially significant to further investigate private labels in emerging countries giving that most prior research was conducted on the developed markets.Private Labels On Emerging Markets Emerging markets are by definition small but potentially dynamic and rapidly growing economies. Although there is no universal agreement on what constitutes an emerging market, businesses experts distinguish two main groups: best-performing emerging markets (China, Russia, Thailand, South Africa, Taiwan) and less-performing emerging markets (Turkey, Malaysia, Croatia, Poland, Slovakia, Pakistan) (Herstein and Jaffe, 2007). Herstein, Efrat and Jaffe (2010) have analysed private label markets of the Mediterranean countries and have, on the basis of private label development, defined three distinctive groups: developed MEDA countries (Spain, France, Italy), emerging MEDA countries (Israel, Turkey, Greece) and developing MEDA countries (Egypt, Morocco, Syria). Developed MEDA countries are characterised by higher private label share but small or moderate growth rates, average price with high private label quality and their presence in almost every category. Private label share in emerging MEDA countries are at the level of around 5% but with high growth rates, average price and product quality and private label presence only in main categories. Developing MEDA countries have very low private label share and growth rates below 10%, private label presence in only few categories, low price and private label quality. In the emerging markets private labels are still on the beginning of their life cycle which is characterised by low market share but high private labels growth rates. It appears that the low income of customers in most emerging markets, and the increasing willingness of these markets to develop their economies, is making it more likely that private labels will in the future present a real challenge to national brands (Herstein and Jaffe, 2007). High growth rates on the emerging markets are primarily the result of multinational retailer penetration (Boutsouki, Zotos and Masouti, 2008) because strong retailers have very developed private label programmes. The other reason for high private label growth rates is their introduction in increasing number of categories (Herstein and Jaffe, 2007). The way retailers manage their private label programmes and the way manufacturers will respond to the threat posed by private labels is going to determine the future of private labels in emerging markets.Private Label Attitudes & Purchase Intention The success of private labels is, in the literature, operationalized through market share, individual purchase behaviour or purchases willingness respectfully, private label perception, attitudes, willingness to pay and willingness to try new private label (Zielke and Dobbelstein, 2007). From the aforementioned ways of private label success operationalization, private label attitudes and purchase intention are selected as the most suitable alternatives in this conceptual model. Private label attitude is an important factor in evaluation of individual private labels (Collins-Dodd and Lindley, 2003) and private label purchase intention (Kwon, Lee and Kwon, 2008; Chaniotakis, Lymperopoulos and Soureli, 2010). Private label attitude can be defined as a predisposition to respond in a favourable or unfavourable manner due to product evaluation, purchase evaluations, and/or self-evaluations associated with private label products (Burton, Lichtenstein, Netemeyer and Garretson, 1998.). As such it is an enduring construct that is sufficiently broad to be used in a general sense across product categories. Private label attitude is formed on a basis of certain perceived benefits customers expect from private labels like competitive price, efficiency and good price to quality ratio (Lymperopoulos, Chaniotakis and Rigopoulou, 2010) and this benefits can differ in relation to the specific product category. Majority of research have empirically verified significant correlation between private label attitudes and purchase intention (Burton et al., 1998; Garretson, Fisher and Burton, 2002; Chaniotakis, Lymperopoulos and Soureli, 2009) based on theory of planed behaviour (Ajzen, 1991 in Walsh and Mitchell, 2010). However these results are not unambiguously confirmed. Research by Walsh and Mitchell (2010) did not support previous findings regarding correlation between private label attitudes and purchase intention. According to the authors these rather surprising result can be explained by increase in private label quality and consequent improvement in private label attitudes. As a consequence of increase in private label quality and reputation, consumers do not consider them as being separate product category so private label attitude is not as important factor when making purchase decision. Zielke and Dobblestein (2007) have also found that attitude towards private labels in general does not have a significant influence on purchase intent but that influence is evident on the product category level. Taking into account both arguments, as well as the fact that this model is focused on emerging markets, positive relationship between private label attitudes and purchase intention is hypothesised. H1 In the emerging market consumer attitude toward private labels in different categories will have positive influence on their purchase intention.FACToRS INFLUENCING PRIVATE LABEL ATTITUDES AND PURCHASE INTENTI oN IN EMERGING MARKETS From four defined dimensions of private label management, this paper focuses on two which can, to a certain extent, be under manufacturers control category characteristics and consumer characteristics. Implementing category focus is important because private labels can be found in very different categories and this approach can help retailers to distribute limited resources to the categories with the highest potential. At the same time, manufacturers can adjust their brand management approaches in categories where private labels pose a biggest threat. The same reasoning applies for consumer characteristics. Retailers and manufacturers have to know their customers as well as competitors customers in order to implement successful brand management strategy.Product category characteristics According to the conducted secondary research of relevant scientific literature, three factors related to product category characteristics have, among others, been identified as having a significant influence on private label attitudes and these are:l perceived quality l perceived category riskl search vs. experience category characteristics.Quality perception is known as a critical element in consumer purchase decision (Dick et al., 1999 ; Wildner, 2003 in Schuh, 2009; Chaniotakis, Lymperopoulos and Soureli, 2009) and since consumers make the final judgment about product quality, perceived quality is often more significant than objective quality (Chowdhury and Andaleeb, 2007). Perceived quality can be defined as a consumers evaluation about the degree of a products excellence or superiority (Zeithaml, 1988). According to Hoch and Banerji (1993) the quality of private labels may be seen as having two dimensions the mean level of quality relative to that of national brands and the variability in quality. Giving historical positioning as lower priced alternatives, consumers still perceive private labels as products with lower quality compared to national brands (Sethuraman, 2003) regardless of increased investments in private label quality. Difference between objective and perceived private label quality has a negative impact on their growth rate as well as on their market share in different categories (Apelbaum, Gerstner and Naik, 2003; Bao, Bao and Sheng, 2011). Category quality variability, as a second dimension of perceived quality, reflects consumers perceptions of the extent to which the brands competing in a category differ in terms of their quality (Bettman, 1974).Batra and Sinha (2000) point out that the degree of quality variability between private labels and national brands in a category should create greater uncertainty and more perceived risk which in turn reduces private label purchase.Due a general belief that private labels are of lower quality compared to manufacturer brands it is reasonable to assume that negative perceptions of private label quality should be magnified to the extent that consumers perceive large quality variances within a category.Hence the second hypothesis is defined as: H2 In the emerging market perceived quality positively influences private label attitude in different categories. H2a In the emerging market, the mean level of private label quality relative to that of national brands has positive influence on private label attitude. H2b In the emerging market category quality variance has negative influence on private label attitude. Dunn, Murphy and Skelly (1986) define perceived risk as an expected negative utility associated with purchase of a specific product or brand. According to the aforementioned definition they distinguish two separate categories inherent risk which manifests itself on the product category level and handled risk which influences consumers with regard to brand selection. Risk associated with private label is crucial in determining private label proneness (Gonzlez Mieres, Daz Martn and Trespalacios Gutirrez, 2006a) and empirical evidence show that greater risk perception related to private labels with regard to national brands has a significant negative influence on consumer purchase intention (Sinha and Batra, 1999 ; Erdem, Zhao and Valenzuela, 2004; Gonzlez Mieres, Daz Martn and Trespalacios Gutirrez, 2006a) and that perceived risk varies depending on a product category (Zielke and Dobbelstein, 2007; Glynn and Chen, 2009). Giving the fact that private labels in emerging markets are still on the beginning of their development and that their management strategies are mostly focused on lower price and not higher quality it is expected that negative influence of perceive risk on private label attitude will be especially important on those markets, as shown in a third hypothesis: H3 In the emerging market perceived risk has negative influence on private label attitude in different categories. Consumers use a variety of cues to infer product quality. This cues include extrinsic cues that are not related directly to product performance and intrinsic cues that are part of the physical product and if changed would change the product itself (Rao and Monroe, 1989.). on the basis of extrinsic or intrinsic cues and benefits which dominate, products can be classified into two distinctive types: search and experience. Attributes such as taste, aroma, colour, and texture exemplify experience qualities of a product while attributes that are evaluated by objective measures or physical properties (e.g. nutritional content) illustrate search qualities of a product (Kwon, Lee and Kwon, 2008). Research have shown that consumers are less sceptical by product assessment in categories which can easily be assessed on the bases of search information in relation to categories which can be assessed only after experience with a product (Batra and Sinha, 2000; Hsu and Lai, 2008). Since, in emerging markets private labels have not been present for a long period of time and consumers are not so familiar with this type of brand what in itself leads to increased purchased risk, it is reasonable to expect that private label attitudes will be better in search type categories where consumers can evaluate the product before the purchase. H4 In the emerging market private label attitudes is better in search than in experience type categories. Consumer characteristicsRegarding the consumer factors which effect private labels attitudes and purchase intention, literature review has shown that consumer factors pertaining to economic and quality are most often examined (Chen, 2005). Consumer factors which will be examined for the purpose of this paper are as follows:l price consciousness l price-quality associationl consumer innovativenessPrivate labels attract the price sensitive segment of consumers by offe