A research was conducted by Cheung to analyze the perception of customers on products based on various parameters like product quality, price, leadership and the difference of the brands based on the origins. Comparisons of this attributes have been carried out between national brands, international private labels, and local private labels. The hypothesis which was held for the research was that the overall quality of the products of the national brands were superior than the products which was manufactured in Taiwan but had international labels, whereas the quality of the international brands were higher than the local private labels. The second hypothesis held in the research conducted was that consumers view that the price of the national brands is higher than that of the products of the international private labels, whereas the price of the international private labels is higher than that of the local private labels. The third hypothesis for the research was that consumers had the conception that national brands account for superior brand leadership in comparison to the international and local private label brands. The fourth and the final hypothesis for the research conducted by Cheng et al was that the brand personality of the international private brands was superior to that of the national brands and the local private labels.
The research was based on primary survey and collected the views of 254 respondents all above the age of 16. The research method was based on systematic sampling and the data was gathered from the main railway station of Taipei which is located in Taiwan.
In the research conducted much analysis has been done on the context of the quality of the products perceived by the customers and the factor of price has also been considered. .The study reveals that the economy of the Taiwan creates an interest among the multinational organizations to invest in the country. Owing to the flexible structure of investment, major brands have opened their business in the country. In matters of fashion brand and retail clothing, the local market is found to be largely hampered by the operation of multinational brands like Zara and Uniqlo. . . The local brands failed to deliver the quality of the product at a lower price in comparison to the international brands and the marketing strategy of the foreign brands was also instrumental in capturing the market.