The Reference Group's Influence On Automobile Purchasing

In recent years, Chinese economy grouthes by an average annual rate of more than 10 percent,the stable macroscopic environment and the good expense anticipated caused the domestic automobile consumption to expend presents the unprecedented prosperous scene. With the continuing high GDP in the next 3-5 years, domestic demand for consumer buying cars will be aroused, domestic automobile market to enter into and infancy period. Automobile manufacturing enterprises'marketing work more to rely on knowing the the purchaser'psychology and to cater that.Reference groups is one of the social factors to affect consumer's purchasing behavior,which is a relatively small branch. Since the scholar Hyman proposed the reference groups'concept in 1942, Chinese and foreign scholars have researched relatively few in this field.The reference group's Influence on automobile purchasing is particularly rare, even if had involves also still paused in the qualitative stratification, the union domestic actual situation's system research has still at the blank condition.The paper unifies China's social culture, the sign value purchase as well as hastens the superior purchase and so on various factor to analyze the reference groups to affect the consumer purchasing behavior reasons.Through data collecting and analyzing, this paper studied the key factors that reference group influences consumers behavior while buying a car. By the empirical study, this paper puts forward that different kinds of reference groups had different impacts on consumers'purchasing behavior, and the degree of influence is related to consumers'demographic traits.The study found that reference groups have the high reference to profit from the function, often give the remarkable influence to the consumers.Reference groups as a kind of social factors to affect consumer's purchasing behavior, the greater of the impact reflected in the distinction social class indicators level including education, unit attributes, but not by income, age , the gender differences vary. Therefore, in rich economies, the car enterprises in the work of marketing, we should take full advantage of different social class purchaser psychological and preferences, each with its own focus, there by promoting efficient marketing and carried out smoothly.