Dissertation > Excellent graduate degree dissertation topics show

Product consumption value to consumers of international brand choice Empirical Study

Author: WangYeJing
Tutor: GongYanPing
School: Central South University
Course: International Trade
Keywords: value attitude consumption value international brand choice
CLC: F273.2
Type: Master's thesis
Year: 2007
Downloads: 307
Quote: 1
Read: Download Dissertation

Abstract


Consumer’s perception and appraisal on product’s consumption value are the important basis of their choice behavior. In addition, with the globalization trend, there is a great change in people’s attitude of values, which exert an influence to consumers’ choice behavior of international brand. Under this kind of situation, consumer’s choice behavior of international brand became more complicate, and consumer’s psychology of consumption became more difficult to grasp. In view of this situation, this text starts with the presentation of consumer’s perception and appraisal on the product’s consumption value of the international brand, through introducing consumer’s attitude of values (individualism and collectivism) and products type (practical and extravagant), studied consumer’s choice behavior of international brand.Through questionnaire investigation and Regression Analyze, this research has found out the relation between product’s consumption value and consumers’ choice behavior of international brand. First, function value is the key factor considered when consumer choose international brand, especially when consumers, no matter collectivism person or individualism person, choosing the practical products. Second, when consumers choosing extravagant products, social value and emotional value of the products have positive influence on their choice behavior, social value is of great impact to individualism person’s brand choice behavior, and emotional value is of great impact to collectivism person’s brand choice behavior. For this reason, this text has proposed some following suggestions for transnational marketing person: First, strengthen the function value of the products, carry on the functionally innovation of products. Stress product’s function value when propagating the brand of practical products. Second, when propagating extravagant products brand in country or area which has higher individualism tendency, it is better to emphasize its emotional value. Third, when propagating extravagant products brand in country or area which has higher collectivism tendency, it is better to emphasize its social value.

Related Dissertations

  1. The Relationship between Experiential Marketing Strategy and Customers’ Impulse Purchase Behavior,F426.92;F224
  2. The Research on after-Value Added Tax Transformation,F812.42
  3. On the Concept of Cultural Consumption of the Impact of Fashion Design,TS941.2
  4. The Current Situation of the Contemporary College Students’ Consumption Values and Educational Counter-measure Study,G641
  5. The Study of Customer Perceived Value on the Customer Repeated Behavior of Web Games,F49;F224
  6. The Research That Consumption Value of Education on Resident’s Happinss,G40
  7. The Study on the Optimal Exhaustion of Wulongquan Lime Resource,TD985
  8. Experimental Investigation of Sodium Silicate Modification Based on Dry Reclamation,TG221
  9. A Empirical Research of Regulatory Fit and Consumer Perceived Value, Attitude, and Preference,F274
  10. Consumption value of the Chinese urban consumers purchase decisions,F723
  11. Views on Economic Value of Folklore Culture,K892
  12. Wireless sensor network node sleep scheduling mechanism,TN929.5
  13. The Research on Customer Perceived Value and Consumption Behavior of Network Virtual Product,F713.36
  14. Research on Educational Value of Paralympic Movement,G812.49
  15. Research on Consumer Value System of Sportswear Regarding to Chinese College Students,F426.86
  16. A Study on the Credit Card Usage Behavior by College Students,F832.2
  17. Research on Scheduling of Whole-set Orders in JSP Based on Differential Evolution Algorithm,F273
  18. China 's second-tier cities hotel the formulas apartment management company brand building,F273.2
  19. Research of the Quality Control Technolgy in the Prcess of Home Appliance’ Planing and Design and Development,F273.2
  20. Research on the Evaluation Method of Service Quality Based on PZB Gaps Model,F273.2;F719
  21. Study on Countermeasures about Technical Innovative Ability of the Software Enterprises in Nanchang City,F426.672;F273.1

CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
© 2012 www.DissertationTopic.Net  Mobile