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The model of perceptual quality on private brands: Application of text analysis

This study takes the customers of RT-Mart, Auchan and Wal-Mart as the research objects, and explores the influence of product type on consumers' perception of private brand products. A total of 30 customers were interviewed and researched. The methodology adopted the application of text analysis, and the data analysis was carried out with grounded theory. The context is summarized, and the insights of theoretical propositions are put forward. Finally, The Model of Perceptual Quality on Private Brands is established, which provides academic reference indicators and the direction for managers to operate well.