1 The relationship between the buying behaviors and the brand image by genders– A case of own-brand in hypermarkets in Taichung Name: Irene Cheng 鄭伊茹 Instructor: Dr. Pi-Ying Teresa Hsu Date: May 25, 2009

Contents Ⅰ. Introduction Ⅱ. Literature Review Ⅲ. Methodology 2

3 An “own-brand” can be stands for “store brands”, “private label” and “private brand” which means the retailer can manufacture goods under their own label. Introduction

4 Retail players develop own-brand to enhance their strength and access lots of benefits through these competitive hypermarkets, most of hypermarkets have already developed a state of own-brand.

5 Introduction There has been relatively little complete history of own-brand in hypermarket, compared with other well-known brands on the markets.

6 How retail players stand out their own-brand in such an immense hypermarket? How the own-brand held by Taiwan’s retailers position themselves in public mind? Introduction

7 - to explore the relationship between genders and purchasing behavior in own-brand products - to illustrate the relationship between genders and brand image in own-brand products Purpose

8 Research procedure Identifying Research Objectives Exploring Literature Establishing Research Framework Research Hypothesis Design Questionnaire

9 Conclusion and Suggestions Data Analysis Pretest and Modify the Questionnaire Data Collection Research procedure

10 Literature review Buying behavior Gender Brand image

11 The individual’s familiarity with brand makes him or her far more likely to purchase. (Thorbjornsen, 2005) Literature review

12 Milner and Fodness’s (1996) findings suggested that the product images by gender may be reinforced simply if featuring the appropriate gender in the user role. Literature review

13 Brand image Functional image Experiential image Symbolic image Male H1b H1c H1d H1a Female Research Design Cronbach’s α

14 H1: Brand image issues H1a: Will brand image influences male / female of own-brand buying behavior. H1b: Functional image has no influence with male / female of own-brand. H1c: Symbolic image has no influence with male / female of own-brand. H1d: Experiential image has no influence with male / female of own-brand. Hypothesis

15 Buying behavior Male H2 Female Sheth (1983) Patronage Behavior Research Design Cronbach’s α

16 Sampling n= Z e 2 2 p (1-p) If P=1/2 、 Z=1.96 、 e=5%,the total sample should be reached in 384. n=sample ( 樣本大小 ) e=sampling error ( 容許估計誤差 ) Z=reliability stander ( 信賴水準 ) P= rates of random sampling ( 隨機樣本之比例 )

17 ToolA questionnaire 5 Liker scales Over six months Four major hypermarkets in Taichung 40 citizens (pilot study) 400 citizens (formal study) Subjects Duration Instruments Location Research Design

18 SPSS 13.0 (Statistic Package for the Social Science) Descriptive analysis Pearson’s Correlation analyses (r) t-test Descriptive analysis Using frequency distribution and percentile rank to illustrate the sample of the demographic background Pearson’s Correlation analyses (r) whether consumer purchasing behavior and brand image has significant relationship by gender Data Analysis t-test to test the influence among gender, brand image and purchasing behavior

19 Thanks for your attention.