自有品牌產品在國外之發展已趨成熟，反觀國內則因經濟景氣之波動、聰明消費的概念以及量販市場形成寡佔局面等因素，因此自有品牌產品逐漸吸引到消費者的目光。本研究以聯合分析法探討，消費者在購買自有品牌產品時所考量的屬性偏好與組合，以及在不同市場區隔下之屬性偏好與組合的差異，進而作為量販業者開發自有品牌產品之參考依據。
研究結果發現，總體受測者在選購自有品牌產品時，屬性偏好程度依序為通路品牌、品質、價格與促銷活動等四項屬性。此外，利用集群分析將受測者進行市場區隔，得到促銷厭惡群、通路迷信群、類總體群以及促銷愛好群，其中又以通路迷信群佔有最高比例之人數。在大多數的市場區隔下，通路品牌皆為消費者在選購自有品牌產品時最重視的屬性，因此量販業者在開發自有品牌產品時，首要條件即為妥善地經營自身通路品牌，進而獲取消費者對於自家品牌產品的青睞。

Private-brand products are well developed in foreign markets. On the other hand, due to the economic downturn, the concept of smart shopping, oligopolistic retailers and other factors in Taiwan, private-brand products are attracting the attention of consumers. This study uses the traditional model of conjoint analysis to discuss the preferences and the combinations of the attributes of the private brand, as well as different market segments. Furthermore, the results can be provided for the retailers as references while designing products.
The results show that, store brand, quality, price and promotion are the four main attributes of private brand. In addition, there are four groups, which are promotion-averter, store-brand-advocator, public-resemblance and promotion-lover, after market segmented. The group of store-brand-advocator is the biggest group of these four. In most of market segments in this study, store brand is the most important attribute of private brand. Thus, the retailers should aware that the first condition of developing private brand is properly operating their own store brand to obtain the favor of consumers.

英文文獻
Armstrong, G., & Kotler, P. (2010). Marketing: An Introduction (10th ed.): Pearson.
Batra, R., & Sinha, I. (2000). Consumer-Level Factors Moderating The Success Of Private Label Brands. Journal of Retailing, 76(2), 175.
Best, R. J. (2009). Market-Based Management: Strategies for Growing Customer Value and Profitability (5th ed.). Upper Saddle River, NJ: Prentice Hall.
Cattin, P., & Wittink, D. R. (1982). Commercial Use of Conjoint Analysis: A Survey. Journal of Marketing, 46(3), 44-53.
Coe, B. D. (1971). Private Versus National Preference Among Lower- and Middle-Income Consumers. Journal of Retailing, 47(3), 61.
DelVecchio, D. (2001). Consumer Perceptions of Private Label Quality: The Role of Product Category Characteristics and Consumer Use of Heuristics. Journal of Retailing and Consumer Services, 8(5), 239-249.
Dhar, S. K., & Hoch, S. J. (1997). Why Store Brand Penetration Varies by Retailer. Marketing Science, 16(3), 208.
Gómez, M., & Benito, N. R. (2008). Manufacturer's Characteristics that Determine the Choice of Producing Store Brands. European Journal of Marketing, 42(1/2), 154-177.
Ghosh, A. (1990). Retail Management. Chicago: Dryden Press.
Green, P. E. (1974). On the Design of Choice Experiments Involving Multifactor Alternatives. Journal of Consumer Research, 1(2), 61-68.
Green, P. E., & Srinivasan, V. (1978). Conjoint Analysis in Consumer Research: Issues and Outlook. Journal of Consumer Research, 5(2), 103-123.
Green, P. E., & Srinivasan, V. (1990). Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice. Journal of Marketing, 54(4), 3-19.
Green, P. E., & Wind, Y. (1973). Multiattribute Decisions in Marketing: A Measurement Approach. Hinsdale, Ill: Dryden Press.
Gunasti, K., & Ross, W. T. (2010). How and When Alphanumeric Brand Names Affect Consumer Preferences. Journal of Marketing Research (JMR), 47(6), 1177-1192.
Hair, J. F., Black, B., Babin, B., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis (6th ed.). Englewood Cliffs, NJ: Prentice Hall.
Hoch, S. J., & Banerji, S. (1993). When Do Private Labels Succeed? Sloan Management Review, 34, 57-67.
Hsu, H.-C., & Lai, C.-S. (2008). Examination of Factors Moderating the Success of Private Label Brands: A Study of the Packaged Food Market in China. Journal of Food Products Marketing, 14(4).
Hyman, M. R., Kopf, D. A., & Dongdae, L. (2010). Review of Literature – Future Research Suggestions: Private Label Brands: Benefits, Success Factors and Future Research. Journal of Brand Management, 17(5), 368-389.
Keillor, B. D., Kohut, J., Walsh, D. M., & Hausknecht, D. (2011). Global Product Strategy: A Longitudinal Multi-Country Product Attribute Study. Marketing Management Journal, 21(1), 124-139.
Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementation, and Control (8th ed.). Englewood, NJ: Prentice Hall.
Kumar, N., & Steenkamp, J.-B. E. M. (2007). Private Label Strategy: How to Meet the Store Brand Challenge: Harvard Business School Press.
McCarthy, E. J., & Perreault, W. D. (1990). Basic Marketing: A Managerial Approach (10th ed.). Homewood, IL: Irwin Professional Publishing.
McGoldrick, P. J. (1984). Grocery Generics--An Extension of the Private Label Concept. European Journal of Marketing, 18(1), 5.
McMaster, D. (1987). Own Brands and the Cookware Market. European Journal of Marketing, 21(1), 83-94.
Raj, S., & Catherine, C. (1999). Factors Influencing the Price Premiums that Consumers Pay for National Brands over Store Brands. Journal of Product & Brand Management, 8(4), 340.
Raju, J. S., Sethuraman, R., & Dhar, S. K. (1995). The Introduction and Performance of Store Brands. Management Science, 41(6), 957-978.
Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality. Journal of Marketing, 58(4), 28.
Richardson, P. S., & Jain, A. K. (1996). Household Store Brand Proneness: A Framework. Journal of Retailing, 72(2), 159-185.
Roth, James, & Lamont, L. M. (1973). Purchase Behavior and Brand Choice Determinants. Journal of Retailing, 49(3), 19-33.
Segal, M. N. (1982). Reliability of Conjoint Analysis: Contrasting Data Collection Procedures. Journal of Marketing Research (JMR), 19(1), 139-143.
Steckel, J. H., DeSarbo, W. S., & Mahajan, V. (1991). On the Creation of Acceptable Conjoint Analysis Experimental Designs. Decision Sciences, 22(2), 435-442.
Szymanowski, M., & Gijsbrechts, E. (2012). Consumption-Based Cross-Brand Learning: Are Private Labels Really Private??. Journal of Marketing Research (JMR), 49(2), 231-246. doi: 10.1509/jmr.07.0416
Tsung-Chi, L., & Chung-Yu, W. (2008). Factors affecting attitudes toward private labels and promoted brands. Journal of Marketing Management, 24(3/4), 283-298.
Wind, Y. (1976). Preference of Relevant Others and Individual Choice Models. Journal of Consumer Research, 3(1), 50-57.
Wind, Y. (1978). Issues and Advances in Segmentation Research. Journal of Marketing Research (JMR), 15(3), 317-337.

中文文獻
台灣好市多官方網站(2005). 認識好市多, from http://www.costco.com.tw/costco.htm
尼爾森公司(2010). 自有品牌成長 現在進行式, from http://tw.nielsen.com/trends/httptw.nielsen.comPrivateLable0609.shtml
吳宗軒(2008). 聯合分析法在不同市場區隔下之產品屬性組合─以運動鞋產品為例. 碩士學位論文, 國立成功大學國際企業研究所, 台南市.
吳青松(1998). 現代行銷學. 台北市: 智勝文化.
吳晏榕(2011). 2012年綜合商品零售業景氣趨勢調查報告: 台灣經濟研究院.
吳萬益(2011). 企業研究方法 (4版). 台北市: 華泰文化.
沈佳穎(2003). 以聯合分析法探討消費者對忠誠方案屬性之偏好. 碩士學位論文, 國立政治大學企業管理學系, 台北市.
卓繼寬(2011). 以聯合分析法探討消費者對便利商店屬性偏好之研究：以新北市與台南市為例. 碩士學位論文, 國立成功大學企業管理學系專班, 台南市.
周文賢&李宏達(1992). 市場調查與行銷策略研擬. 台北市: 華泰文化.
周文賢&張欽富(2000). 聯合分析在產品設計之運用(初版). 台北市: 華泰文化.
邱賜福(1983). 聯合分析在產品最佳化上之應用研究. 碩士學位論文, 淡江大學管理科學研究所, 台北縣.
梁憲初(1997). 行銷管理. 台南市: 復文書局.
連敏秀(2004). 聯合分析法應用於市場區隔中最佳產品組合之研究：以行動電話為例. 碩士學位論文, 國立成功大學統計學系, 台南市.
郭炳宏，陳潭&韓武益(1999). 探討台灣零售業自有品牌商品之形象定位. 東海學報, 40, 57-71.
陳佳昱(2010). 通路自有品牌願付價格影響因素之研究─以家樂福量販店為例. 碩士學位論文, 國立政治大學企業管理學系, 台北市.
陳怡真(1996). 商店品牌產品購買行為之決定性因素. 碩士學位論文, 國立台灣大學商學研究所, 台北市.
黃俊英(2000). 多變量分析 (7版). 台北市: 中國經濟企業研究所, 華泰總經銷.
蔣德豪(2007). 選擇式聯合分析法之應用─以牙膏產業為例. 碩士學位論文, 國立臺灣大學國際企業學研究所, 台北市.
鄭家真(2002). 消費者對自有品牌態度以及購買傾向之研究─以量販店為例. 碩士學位論文, 國立成功大學國際企業研究所, 台南市.
鄭愛齡(2008). 量販店自有品牌商品策略之研究. 碩士學位論文, 國立台北大學企業管理學系, 台北市.
羅文坤(1986). 行銷傳播學. 台北市: 三民書局.