A Study On Relationship Between Women Smokers' Brand Predilection And Correlated Variables

Aimed at the fact of Chinese women smokers amount increasing and the traits of their brand predilection in cigarette consumption, this paper probes into this mechanism by means of literature review, interview and questionnaire, on the basis of which a set of "Questionnaire on women smokers' Brand Predilection" was worked out so as to provide an investigation of women smokers' brand predilection with an effective and reasonable foundation for appraisal. Meanwhile, through regression analysis the researcher makes further study on the relationships between women smokers' brand predilection and three variables, which are the addiction to cigarette smoking , brand loyalty and demography, and tries to find out how they are related in the interest of supply theoretical foundation for women smokers' give up and interfere in smoking.This study takes the following three steps: Firstly, the original items in questionnaire on women smokers' brand predilection are acquired through interview with women smokers and semi-open questionnaire, and then the predictive questionnaire contains 17 items is finally defined by semantic analysis, target-hit analysis and mono-dimensional analysis of each item. Secondly, after being pre-examined, the reclaimed 259 valid questionnaires are subject to element analysis for probation, so as to produce the three dimensions of the questionnaire: cognitively based predilection, affectivity based predilection and behavioral disposition based predilection. Meanwhile, the credibility and validity of the questionnaire will be analyzed, and a formal questionnaire of 16 items will be resulted in. Thirdly, the formal questionnaire including three scales: brand predilection, addiction to cigarette smoking and brand loyalty. Confirmatory factor analysis, reliability and validity assessment was conducted by using 272 valid dates, the result indicated satisfied validity. By correlation and regression analysis so as to probe into the influence of brand predilection on addiction to cigarette and brand loyalty, as well as the impact of variables of demography on brand predilection.The study reveals that: (1) women smokers' brand predilection contains three dimensions, namely cognitively based predilection, affectivity based predilection and behavioral disposition based predilection;(2) "Questionnaire on women smokers' brand predilection " takes on an rather high level of reliability and validity;(3) career, age,income conditions differ greatly in those three dimensions, thus proving that Questionnaire on women smokers' brand predilection is capable of making well differentiation on concerning the condition and level of their brand predilection;(4)to women smokers, the brand predilection exert remarkable influence on addiction to cigarette smoking and brand loyalty. And affectivity based predilection and behavioral disposition based predilection exert more remarkable influence on addiction to cigarette smoking;cognitively based predilection and affectivity based predilection exert more remarkable influence on brand loyalty.