An Empirical Study On Consumer Behaviors Of Sport Utility Vehicle

China's auto market has become the world's largest market in 2010 .The coming of auto buyer's market requires auto manufacturers to correctly grasp the pulse of the market and determines market decisions according to the factors affecting consumer purchase of autos. Especially after the SUV (Sport Utility Vehicle) model has become one of the fastest growing market segments. Grasping the laws of consumer behavior, studying their psychological and behavioral characteristics in their consuming activities and analyzing its internal laws are very useful for auto manufacturers to develop marketing strategies, marketing distribution strategies and product strategies, especially, for our self-developed models in the success of market arrangement they will play a role in the arrangement.Firstly, with consumer's behavior theory, positioning theory, market segmentation theory as the main theoretical support of the empirical study, this study analyzed the theoretical basis of automobile consumption behavior. Meanwhile, we analyze the automobile consumption behavior with the theory of semiotics in advertising, and reveal the consumption behavior's profound influence of the car as the owner of social identity, status symbol .Secondly, this research describes specific methods for the empirical study, namely, selecting Guangzhou, Nanjing, Shenyang and Kunming whose SUV consumption are the largest and most representative. We did quantitative research through questionnaire, and hand out 200 investigation questionnaires and hand in 160 copies valid. At the same time, we hold 4 symposiums for qualitative research, and interview 30 people. Third, we mainly focused on the three issues of automobile consumers, namely, consumers purchase factors, consumer purchasing decisions and consumer purchase behavior and satisfaction, and had a in-depth analysis. Studies have shown that, consumers have the obvious characteristics, such as the 26-45 year old male, had started their career, love life and like traveling by car, etc.. Secondly, the experience of having use car plays a key role for buying another car. Thirdly, Reputation and brand sign in spreading to consumers have important influence. Fourthly, Product positioning clearly and accurately is a prerequisite for market success.