Research On Core Factors Influncing Consumer Brand Choice Behavior And Marketing Stratery

Currently, Brand has beening the hot project of academic research and marketing management, This text researches into consumer brand choice behavior from the point of view of a consumer, It breaks a new path for the next research of brand decision-making.This research includes three parts: literature summarize, demonstration research, Marketing strategy discuss. First, It reviews some former consumer research methods, theories of brand choice and some factors of affecting consumers to choose brands, And sum up the shortage of the former research, define the conception of the deep involve commodities, put forward the research purport bases on above; Secondly, This research educes six factors which affect consumer on chooseing the deep involve commodities by the questionnaire and the software of SPSS, and validate the model by LISREL. In the end, This research advances some marketing strategies base on the six factors , and I hope them will give some helpful advices to the corporation.