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Most domestic wholesale retailers developed private brand, they shall be actively strengthening the own brands and private brand products to provide prices low and high quality for private brand products in order to increase customers’ purchase intention. For wholesale retailers, to create higher added value, to make profits fast, and to promote distributor's brand value. Therefore, wholesale retailers must to supply customization products mix for different customers, and to use sales promotions to establish buyer-seller relationship. On the other hand, wholesale retailers provided to assist customers in save money and to promote customers's purchase intention.
The main purpose of this study was to examine the relationships among brand image, sales promotions, perceived value and customer purchase intention for Tainan area hypermarkets. The convenience sampling was applied in this study. Four hundred questionnaires were distributed and returned, five questionnaires were incomplete. Finally, 395 questionnaires were valid and valid questionnaire rate was 98.75%.
In this study, SPSS 17.0 statistical software was the tools for statistical analysis. Meanwhile, the statistics analysis method includes descriptive statistics, factor analysis, reliability test, validity analysis and regression analysis to estimate our hypotheses. The findings of this study were summarily concluded as follows: The brand image had a significant positive influence on perceived value. The brand image had a significant positive influence on purchase intention. The sales promotions had a significant positive influence on perceived value. The sales promotions had a significant positive influence on purchase intention. The perceived value had a significant positive influence on purchase intention.
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