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An Empirical Study on the Effect of Developing Private Brand on Channel Power between Retailer and Supplier

Author: YangShuLin
Tutor: LiJianSheng
School: Dongbei University of Finance
Course: Business management
Keywords: Private Brand Relationship between retailer and suppler Channel Power Empirical Research
CLC: F273.2;F224
Type: Master's thesis
Year: 2011
Downloads: 86
Quote: 2
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Abstract


The use of Chain organization and information technology, retailers as a "gatekeeper", is a threat to the supplier. With change of power between retailers and suppliers in the channel, they have been making a fierce competition. The emergence of Private Brand (PB) shows retailers have began to mature, and Private Brand become an important weapon of the retailers against the manufacturer. So, whether retailer’s Private Brand would affect channel power between retailers and suppliers in the channel? If effect is being, how to come about? And how to deal with this effect both them? The current study failed to make an empirical test of the above-mentioned problem. This paper bases on the domestic market, takes the questionnaire survey, chooses retailers as a unilateral measure samples, then try to answer these questions with empirical research methods.On a basis of literature research, this paper defines both evaluating indicator of Private Brand and measurement indicators of channel power, and the Private Brand is used as independent variable, channel power level of the retailer based on unilateral perception is used as the dependent variable, the scale of retail enterprises is used as control variable, and we build research model including Private Brand and the channel power level of retailers.Then we analyze the questionnaire data using descriptive statistics, t-test, correlation analysis, regression analysis and other statistical research methods and so on, based on the results of the study,we reached the following conclusions:Conclusion 1:Development of Private Brand has a significantly positive impact on retailer’s mandatory channel power level and retailer’s channel power level, while there is not a significant impact on non-mandatory channel power level.Conclusion 2:Production independence of Private Brand has a significantly negative impact on retailer’s mandatory channel power level and retailer’s channel power level, while distribution independence of Private Brand does not have a significant impact on retailer’s channel power level.Conclusion 3:The impact of scale of Private Brand to retail channel power level is not significant.retailer Private Brand and its impact to retailer-supplier relationship are academic attention, but academicians never combin the Private Brand and the channel power between retailer and supplier together. So this paper will improve the study of this area.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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