A survey was conducted in Taichung area to interview consumer who bought private label (PL) food products in 1999. The hedonic pricing method is employed to study the willingness to pay for the five different attributes. The comparison between PL and national brand (NB) is also studied. Study aims to investigate consumers' perception and evaluation toward the same type of food product according to 5 different attributes of product: the valuation on the brand name, the flavoring, food packaging, product safety and food quality. By using regression analysis, consumers' willingness to pay for the five different attributes of product was calculated. Analysis of variation and tukey test was used to find out the discrepancy of consumers' perception between PL and NB product. Consumers who buy PL product can be identified accordingly. Among the 210 effective questionnaires returned, high correlation was found between consumer's evaluation of attributes of flavor and quality, in order to prevent the multicollinearity problem in econometric analysis, five food attributes has been reduced to four dimension, food flavor, package, safety and brand for consumer to compare. It's found that consumers' willingness to pay for the brand name is the highest among the 4 attributes for NB products, while consumers' willingness to pay for taste is the highest among the 4 attributes for PL products. Consumers' perception for the brand name, the flavoring, food packaging, product safety and food quality attribute significantly differs between NB and PL. But the difference of perception between NB and PL product is smaller. It's also found who shops 3 time a week, therefore, are the potential target market. The PL channel retailers should emphasize on analyzing information of consumer's behavior to increase their market share for future market expanding.