The Study Of Passenger Cars' Consumer Demands On The Basis Of Value System Model

In a few years after joining WTO, the automobile market of China isin line with international standards step by step. More and more individualconsumers begin to purchase the cars, which come into being a hugepotential market; at the same time the potential attract the giants ofautomobile one after another from various countries swarming into China.The market situation of passengers' car becomes more complicated. Theconsumption subjects have changed into individual consumers, and themarket competition is fierce day by day, all these make us realize thatunderstanding the demand of passengers' car consumers has alreadybecome the starting point that enterprises solve any product problems.There are so many method of studying consumer demand from variousaspects, but more and more research show that the personal values arefundermental reason of influencing consumer behaviour decision. So it ismore accurate to study the consumer demand in terms of values. From theview of the consumers' values, this research is to structure consumers' valuesystem model in virtue of the thought of value elements and value system.Inputing the data which are from the market research into the model, wecan get the value system maps of passengers' car consumers, analyzing deeply passengers' car consumer demands by illustrating the maps.The whole dissertation is divided into six chapters:Chapter one is introduction. Firstly, explain the research background of selected title, introduce the development and current situation of passengers' car market, and point out that the consumption subject of passengers' car market has already been transfered from the public to individual, and define the concept of passengers' car. Secondly, put forward the main research questions, that is to study the passengers's car consumer demands in the view of value demands applying value system model. At last, state the academic significance and application value of the research.Chapter two is related literature. Summarize the relevant materials from three aspects. First of all, summarize the involved theory and concept, including the concept of the values, the meaning of brand value and brand position. It shows that the brand value should meet the target consumers' personal values while positioning the brand because the personal values are the strong power of influencing consumer behaviour decision. Secondly, introduce some models of studying consumer demands in the point of the values, including consumers' temperament-behavior mode, consumer's value system model as well as consumers' decision styles. Finally, state that some research about brand value and consumer demands in the field of passengers' car.Chapter three is the construction of research model. On the basis of the distribution map of Chinese consumers' value system, combining with the characteristic of passengers' car, we refine 18 value elements of passengers' car consumer demands, and structure the consumers' value system model.Chapter four is research methodology. Design the direction and the thinking of the research. Understand the impact of individual variables on value demands elements; Get the value system maps of passengers' car consumer having cars and ready to buy cars by inputing the data which are from the market research into the value system model of passengers' car consumer and illustrate deeply the maps; Analyze the two consumer behaviors according to two maps of consumer value system because the values of passengers' car consumer influence their behavior decisions. This research method adopts application study and theoritical analysis. The method of collecting data is questionnaires survey in Shanghai. The targets of survey are two kinds of people which are passengers' car consumer having cars and ready to buy cars.Chapter five is the result and the analysis of the application study. In the first place, prove that the reliability of the questionnaire survey is very high by SPSS analysis, and describe the characteristics of the sample; Secondly, make crosstab analysis and regression ana...