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China's auto market has become the largest market in the world in 2010, the car buyer's market came to require vehicle manufacturers to correctly grasp the pulse of the market, according to the factors of influence consumer purchase of vehicles to determine the market decisions. Especially SUV (Sport Utility Vehicle) models become the fastest growing segments of the market, grasp the laws of consumer behavior, and to study the psychological and behavioral characteristics in the consumer automotive events, analysis of its internal law for the car vendors to develop marketing strategies, the marketing layout strategy, product strategy have a greater help, especially for the successful layout of China's self-developed models on the market will play a role. This study first analyzes the theoretical basis of the automotive consumer behavior, consumer behavior theory, positioning theory, market segmentation theory as the main theoretical support for empirical research. At the same time, the use of advertising in semiotics to analyze the behavior of automobile consumption, reveal the car owners and social identity, status symbol for the far-reaching impact of consumer behavior. Secondly, this study describes the empirical research, SUV consumption in China is the largest, most representative consumer Guangzhou, Nanjing, Shenyang and Kunming four cities, quantitative research through questionnaire survey, a total of 200 copies of the survey questionnaire, recycling 160 valid questionnaires, qualitative research through the convening of the owners forum, held a forum to four games, 30 interviews with owners. Third, through market research, the focus of this study concern three main issues of the automotive consumers, that consumers purchase influencing factors, consumer purchasing decisions and consumer purchase behavior and satisfaction, in-depth analysis of this aspect of . Finally, the full text of the study concluded, draw the main conclusion of the study, and the future direction of further research and content. Studies have shown that one is the SUV consumer groups has obvious characteristics of the groups, such as men between 26-45, career status in the starting stage, love life and like traveling by car; certain car experience consumers to buy plays a key role; reputation and brand sign in spreading the consumer has an important influence; Fourth, a clear product positioning, accuracy is a prerequisite of the market's success.
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