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In recent years , China's economic growth rate of more than 10% of the average annual domestic car consumption stable macroeconomic environment and consumer expectations showing unprecedented prosperity . With GDP continued to rise in the next 3-5 years , the demand of domestic consumers to buy cars will be aroused, the family car market into the run-in period and infancy , marketing work for car companies need to be more dependent on car the mental grasp and cater to . Related groups (reference groups) as one of the social factors that influence consumer buying behavior , is a relatively small branch . Since 1942 Hyman put forward the concept of groups , Chinese and foreign scholars in this field of research is relatively small , related groups on consumer purchase intention is particularly rare , even in relation to still remain at the qualitative level , combined with the actual the systematic study of the situation is still in the blank. The papers combined value of China's social and cultural symbols of consumption and optimal consumption and other factors related groups can influence consumer purchase behavior analysis . Through market research , the use of quantitative analysis method to study the impact of differences related groups on consumer purchase intention , and groups of different demographic characteristics of groups from an empirical perspective , has important practical significance . The study found that consumers in the car the process associated with the groups has high reference for the role , tend to be a significant impact on car buyers purchase intention . Related groups as a kind of social factors influence the buying behavior of consumers in the car when its impact is reflected distinguish between social class indicators level , including level of education , unit attributes , rather than income , age , , gender differences vary. Therefore , in such a prominent personality of the rich economic era , the car companies carry out the work in the marketing , should take full advantage of different social classes the psychological and preferences of car buyers , each focusing on efficient so as to promote the marketing work carried out smoothly .
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