影响农村消费者品牌选择行为的核心要素及营销对策研究
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摘要
在现代社会,品牌已经成为学术研究和市场管理的热门课题,而学术界对品牌决策的研究集中于具有较高收入水平的城市居民,没有给企业进军农村消费品市场提供一定的理论指导,企业界针对我国农村消费者所采取的市场营销策略也往往是对城市消费者市场的复制。因此,研究影响农村消费者品牌选择行为的因素并提出营销决策尤为重要。
本研究以农村消费者为研究对象,从消费者行为角度出发来研究农村消费者品牌选择行为的影响因素,对企业开拓农村消费品市场、制定品牌决策具有重要的理论指导意义。
本文通过对品牌选择理论及其模型和以往对影响消费者品牌选择行为的因素的回顾,结合深度访谈和问卷调查的数据,利用统计软件SPSS对调查数据进行因素分析,得出影响消费者对耐用消费品品牌选择行为的7个因子,即:需求质量、示范效应、品牌个性和形象、服务水平、价格、广告劝说、舶来品影响。并使用EVIEWS软件对模型作验证因素分析;在此基础上,结合农村居民的消费特性和现阶段农村消费品市场现状,针对农村消费者品牌选择影响因素,以4P营销框架为主线,从企业的角度进行了营销对策的探讨,以期为企业进行品牌决策提供一定的理论指导。
Nowadays,brand has become a popular topic both in academic field and in real corporation management.However,most of studies centralize in citizens who have relatively high income.This phenomenon indicates that it lacks theoretical guidelines when companies want to expand to rural area market.Furthermore,companies can only apply marketing strategies in cities when entering into market in rural areas.Therefore,it is vital to study human behavior of rural area consumers for branded products. This essay focuses on consumers in rural areas in order to study the aspects that influence their buyer behavior.It can be a guideline for companies to make marketing strategies to enter into to rural areas.
The methodology is combining the following:
1.Former studies and models of brand selection theory and its determinations;
2.Face to face interviews and questionnaire;
3.Analysis in the assist of statistical software SPSS and model formation;
4.Validation of model by LISREL software.
In summary,there are 7 aspects that can have influence on consumer behavior in rural area.
1.Demanding quality;
2.Demonstration effect;
3.Brand image and entity;
4.Services;
5.Price;
6.Advertisements;
7.Influence of exotic products.
By analyzing these 7 aspects with current market of rural areas for branded products and specialties of their consumers,this essay takes a further look at marketing strategies of companies through 4P structure.
本研究以农村消费者为研究对象,从消费者行为角度出发来研究农村消费者品牌选择行为的影响因素,对企业开拓农村消费品市场、制定品牌决策具有重要的理论指导意义。
本文通过对品牌选择理论及其模型和以往对影响消费者品牌选择行为的因素的回顾,结合深度访谈和问卷调查的数据,利用统计软件SPSS对调查数据进行因素分析,得出影响消费者对耐用消费品品牌选择行为的7个因子,即:需求质量、示范效应、品牌个性和形象、服务水平、价格、广告劝说、舶来品影响。并使用EVIEWS软件对模型作验证因素分析;在此基础上,结合农村居民的消费特性和现阶段农村消费品市场现状,针对农村消费者品牌选择影响因素,以4P营销框架为主线,从企业的角度进行了营销对策的探讨,以期为企业进行品牌决策提供一定的理论指导。
Nowadays,brand has become a popular topic both in academic field and in real corporation management.However,most of studies centralize in citizens who have relatively high income.This phenomenon indicates that it lacks theoretical guidelines when companies want to expand to rural area market.Furthermore,companies can only apply marketing strategies in cities when entering into market in rural areas.Therefore,it is vital to study human behavior of rural area consumers for branded products. This essay focuses on consumers in rural areas in order to study the aspects that influence their buyer behavior.It can be a guideline for companies to make marketing strategies to enter into to rural areas.
The methodology is combining the following:
1.Former studies and models of brand selection theory and its determinations;
2.Face to face interviews and questionnaire;
3.Analysis in the assist of statistical software SPSS and model formation;
4.Validation of model by LISREL software.
In summary,there are 7 aspects that can have influence on consumer behavior in rural area.
1.Demanding quality;
2.Demonstration effect;
3.Brand image and entity;
4.Services;
5.Price;
6.Advertisements;
7.Influence of exotic products.
By analyzing these 7 aspects with current market of rural areas for branded products and specialties of their consumers,this essay takes a further look at marketing strategies of companies through 4P structure.
引文
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[46].Joffre Swait,Jordan louviere.The impact of brand credibility on consumer price sensitivity.International Journal of RESEARCHI NM ARKETING 19(2002)1-19
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[2]. Roberts J H, Lilien G L. Explanatory and Predictive Models of Consumer Behavior [A]. Handbooks in Operations Research and Management Science[C].North-Holland: Elsevier Science, 1993:262-286
[3]. Feinberg FM, Kahn B E, McAlister L. Implications and Relative Fit of Several First-order Markov Models of Consumer Variety Seeking [J].European Journal of Operational Research, 1994, 76(3):309-320
[4]. Pedrick J H, Zufryden F S. An Examination of Consumer Heterogeneity in a Stochastic Model of Consumer Purchase Dynamics with Explanatory Variables [J]. European Journal of Operational Research, 1994, 76(3):259-272
[5]. Roy P K, Chintagunta S. A Framework for Investigating, Habits,"Hand-of-Past" and Heterogeneity in Dynamic Brand Choice [J]. Marketing Science, 1996, 15(3): 280-299
[6] . Chintagunta P K. Variety Seeking, Purchase Timing, and the "Lightning Bolt" Brand Choice Model [J]. Management Science, 1999,45(4): 486-498
[7]. Wu Couchen, Chen Hsiu-Li. Counting Your Customers: Compounding Customers In-store Decisions, Interpurchase Time and Repurchasing Behavior [J]. European Journal of Operational Research, 2000,127(1):109-119
[8]. McGuire T W. Kiesler S. Siegel J Group and computer-mediated discussion effects in risk decision making 1987(5)
[9] . Holbrook, Morris B.,Michael R. Solomon, and S. Bell(1990). "A Re-Examination of Self-Monitioring and Judgments of Furniture Designs, ".Home Economics Research Journal, 19, (September):6-16
[10]. Snyder M. Self-monitoring processes. Advances in Experimental Social Psychology[M]. New York: Academic Press, 1979:85-128
[11] . Graeff, T. R. (1996). "Image Congruence Effectd on Product Evaluations:The Role of Self-Monitoring and Public/Private Consumption, ”. Psychology & Marketing, 13(5):481-499
[12]. Solomon, M. &Schopler, J. (1982). Self-consciousness and clothing.Personality and Social Psychology Bulletin, 8 (3) , 508-514.
[13] . Richins*, Marsha L. "Valuing Things : The Public and Private Meanings of Possessions" , Journal Consumer Research vol. 21 1994:504-521
[14]. Meyers-Levy J, Maheswaran D. ExploringDifferences in Males' and Females' Processing Strate-gies[J] . Journal of Consumer Research, 1991,18 (1) :63-70
[15]. Deaux, K. From Individual Difference to Social Categories:Analysis of a Decade' s Reaearch on Gender. American Psychologist, 1984(39) :105-116
[16].Meyers-Levy.(1989)"Gender Differences in information Processing,"in P.Cafferata and A.Tybout(Eds.),Cognitive and Affective Response to Adversing.MA:Lexington Books.219-260
[17].Iacobucci and Ostron,1993
[18].O'Cass,Aron and Hmily McEven(2004)."Exploring Consumer Status and Conspicuous Consumption,".Journal of Consumer Behavior,4(1):25-39
[19].肖兴政,李永华.性别差异与设计心理分析[J].国际中华神经精神医学2003.3
[20].袁登华.关于产品认知价值的探讨[J].江西师范大学学报(哲学社会科学版),1997,30(4)
[21].Macarena's O.A.J.,&M.A.Hlgbby,1993,
[22].蒋晓川.论消费者的知觉风险及营销对策[J].重庆工商大学学报(社会科学版。双月刊),2003,20(2)
[23].江明华.“不想要”对消费者的购买决策的影响及其营销意义.中央财经大学学报,2003(8)
[24].甘亚平.论消费风险.财贸经济,1999,7
[25].Rajueta Robert B.The effects of product class knowledge on information search behavior[J].Journal of Consumer Research,1995,12:1-16
[26].黄沛,范小军.主观知识和客观知识对购买决策影响的实证研究[J].系统工程理论方法应用,2002,4
[27].李东进.消费者搜寻信息努力与影响因素的实证研究[J].南开管理评论,2000,4
[28].全裕吉,贺正楚,陈益云.消费决策参与程度提升研究[J].消费经济,2002,5
[29].Sproles GB,Kendall E L.From Perfectionism to Fadism:Measuring Consumers' Decision-Making Styles[J].The Proceedings of the American Council on Consumer Interests,Columbia,1985(31):79-85.
[30].黄维梁.消费者购前信息搜寻与企业营销对策[J].北京商学院学报,1998,6
[31].Jagdish H.Sheth,"A Model of Industrial Buyer Behavior",Journal of Marketing(the American Marketing Association) Vol.37,1973,50-56.
[32].Sirgy,M.Joseph(1985),"Using Self-congruity and Ideal Congruity to Predict Purchase Motivation",Journal of Business Research,Vol.3
[33].Zinkham,G.M.and Hong,J.W.(1991),"Self Concept and Advertising Effectiveness:A Conceptual Model of Congruency,Conspicuousness,and Response Mode",Advances in Consumer Research,Vol.18
[34].Sheth,J.N.,Newman,B.I.,& Gross,B.L.Why we buy what we buy:A theory of consumption values.Journal of Business Research,1991,(22):159-170.
[35].权立枝 吴晓东.中国传统文化对人们消费心理与行为的影响[J].山西高等学校社会科学学报,2001,7
[36].罗纪宁.中国式品牌消费行为细分模型——中国消费者气质与品牌选择的实证研究[J].管理学报,2005,1
[37].张满林.论农村零售市场商品结构的优化.商业研究.2001.11总第235期P_(174)
[38].陈宁.广告信息对消费者品牌决策加工的影响[J].商业研究,1993,203
[39].Mitchell和Olson(1981)
[40].杜荣,胡奇英.消费者购买行为随机模型新进展[J].西安电子科技大学学报(自然科学版),2004.2
[41].Petty R E,Cacioppo J T,Schumaun D.Centural and Peripheral Routes to Advertising Effectiveness:The Moderating Role of Involvement[J].Journal of Consumer Research,1983,10,138-146
[42].MacInnis Deborah J,Bernand J Jawerski.Information Processing from Advertisements:Toward an Intergrative Framework.Journal of Marketing,1989,53,1-23
[43].Peterson R A.The price perceived quality relationship:Experimental evidence.Journal of Marketing Research,1970,11-4:525-528
[44].Stokes R.The effects of price package design and brand familiarity on perceived quality[A].In jacoby,ed.Perceived Quality[M].Boston:DC Heath Company 1985,233-245
[45].Alexandru M.Degeratu Arvind Rangaswamy.Consumer choice behavior in online and traditional supermarkets:The effects of brand name,price and other search attributes.International Journal of RESEARCH INM ARKETING 17(2000)5 5-78
[46].Joffre Swait,Jordan louviere.The impact of brand credibility on consumer price sensitivity.International Journal of RESEARCHI NM ARKETING 19(2002)1-19
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