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Study on the Purchasing Intentions of Chinese Consumers Based on the Brand Recognition of Japanese Cars

Author: ZhouSheng
Tutor: HeXiaoZhou
School: Chongqing University
Course: Business management
Keywords: Country of origin effect Buy Perception and Evaluation Brand personality National image
CLC: F224
Type: Master's thesis
Year: 2011
Downloads: 163
Quote: 0
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Wave of globalization has swept the world, the world economy is a growing tendency in all aspects of the internationalization of production, trade, capital, and financial and monetary demonstrated unprecedented internationalization, followed by the growing international business environment, companies have regard the goal of turning the foreign markets, demand for new market opportunities and new marketing environment. However, consumers tend to choose foreign products exist in the minds of the impression and memory. Choice about how consumers perceive the value of the product to become the Most scholars study a subject. China since its accession to the WTO, international trade, the rapid development of exports has exceeded that of Germany, and firmly secured the top spot in the world, in the process, however, too much reliance is living Commodity exports of low value-added, high-tech products and high smaller proportion of value-added products. Domestic import more concentrated in the high-tech, the value-added products to the Japanese point of view, China is Japan's second largest trading partner, China's imports are mainly concentrated in the machinery and automotive industries, especially in the automotive market. Chinese consumers bad qualitative concept image of Japanese history, but the Japanese auto have occupied half of the Chinese automobile market, based on the perception of Japanese brand cars, consumer behavior research to help auto companies in the international market better weaknesses, learn from the date on the domestic market in cars successful experience for their own problems and shortcomings, and improve their own comparative advantages and core competencies. Papers by the study of literature, focusing on analysis of the historical image of how it affects consumer buying behavior, and on this basis, the underlying assumptions, pointed out that Japan has always been committed to the publicity of the brand, as well as Chinese consumers' perception of the image of Japanese history will not directly affect the buying behavior and impact assessment, but the overall image of Japan, and thus indirectly influence consumers' purchase behavior, the image of the role of history in the process under the influence of the overall image of weakened. Article brand personality scale analysis of Japan's brand personality, to draw Japanese car brand personality is the economy, and largely affect the consumer's willingness to buy, and come to the brand personality through internal and external quality perception impact on consumer buying behavior. Comprehensive consideration of the model, the service experience is also to a certain extent affect the consumer's willingness to buy. Paper survey using the questionnaire in the form of car owners, the survey analyzed the manufacture of automotive perception of Chinese consumers of Japan, and the use of the methods of structural equation modeling to verify the impact of the Chinese consumers' willingness to buy a key factor in this on the basis of excluding some impact is not significant factors, the formation of the final consumer purchase perception evaluation model, and ultimately to identify the key factors that impact on consumer purchase behavior. Papers on the basis of theoretical analysis and empirical explored, if we raise the core competitiveness of the domestic auto companies proposed the following recommendations: strengthen national marketing, the government committed to the building of national image; Chinese automotive enterprises to focus on brand personality to shape and build products the new attribute characteristics, open a new model of the after-sales service.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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