The Influence Of Family Member And Non Family Reference Group In Training Brand Loyalty

Along with the competition of market have been pricking up, and economy of the world is developing in a high speed, the competition between companies have changed from production and service to brand. Brand assets have become one of the most valuable segments of a company. So many a foreign scholars have carried through a lot of research in brand from the beginning of last century. Because the government of china implemented the policy of reform and open, during the past thirty years a lot of Chinese scholars have carried through a lot of research in brand.Many a predominant companies devoted abundant manpower and capital in the research of brand construction to survive in the competitive market. One of the most important purposes of brand construction is the cultivation of brand loyalty in the consumers. Recently despite some scholars put forward that the brand loyalty is fading, all of the predominant companies possess of strong brand power, Coco-Cola sales 1 billion bottle beverage,McDonald's branch offices are more than 24,000 around world, so the research about the brand loyalty always take a very important function in the research of brand.The research of brand loyalty should not be always carried through optionally, so scholars have sought for the driving factor of brand loyalty, and have formed some representative theories. The Theory School of the driving factors of brand loyalty takes the customer as the main research object and conducts research on the driving factors of brand loyalty and has formed three kinds of different theories: customer satisfaction theory, customer value theory, the double driving factors of value-satisfaction The positivism School of the driving factors of brand loyalty does research from such perspectives of single factor or multiple factors as service quality, customers' satisfaction, enterprise image, brand awareness, transfer cost, competition in the business and value of customer, consumers' characteristics, and marketing strategies of enterprises. The different research perspectives and understandings towards the problems have led to the fact that the studies on the driving factors of brand loyalty are reasonable and deficient.Every consumer should get influence from others, especially his or her family members and primary reference group. So family members and primary reference group will affect his or her brand loyalty. Foreign scholars have carried through a lot of research about family decision and reference group. But Chinese scholar have not done sufficient research about family decision and reference group, especially for the family decision and reference group's influence to brand loyalty. This paper selects some factors of family decision and reference group, and review this factors how to affect those brand loyalty driving factors. At last prove that family decision and reference group how to affect brand loyalty.I have demonstrated the model, which put forward by pre-scholar, and the result is resemble of pre-scholar. I used SPSS 15.0 to analyze my data, and used Logistic regression analysis to analyze my data.If I want to prove that family decision and reference group how to affect brand loyalty, I must research an appropriate market. The scale of Chinese education and training market is potential 300 billion, and will develop in a high speed. The market mostly contains IT training, English training and teen-age training. At the present time every family will generally spent 3,000 RMB in this market per-year. The scope of this market is second to the food market. So I choose this market for research.This paper reviews in detail the studies both in China and abroad and constructs a "model with family decision and reference group's influence to training brand loyalty", and put forward hypothesis, and carry through analysis, and get some conclusions. This paper will enrich the theory of brand loyalty, in practice, enterprises can understand better customers'training brand loyalty in family consumption market, and definitude how to cultivate consumer's training brand loyalty in family consumption market, moreover account for these conclusion to constitute marketing tactics.But I have not enough experience of data analysis, so my result is partial to some degree. The process of data collection and result is not very accordant of statistics. In the further, I should try my best to improve the method of data analysis.