An Enpirical Study On Consumer Behaviors Of Sport Utility Vehicle In China

Consumer Behavior means the sum of the behaviors that people access to consumer information and consumer behavior according to their income in order to satisfy their own material and cultural needs. It will contribute to the development of enterprises and the adjustment of marketing strategy via the research of the consumers' psychological and behavioral characteristics and reveal it's internal rules when they do the consume activities. According to the modern marketing theory, it is the key for a modern enterprise's survival and development to understand and grasp the characteristics and rules of consumer behaviors and implementation of "consumer-centric" marketing strategy.Through nearly 10 years, Sport Utility Vehicle market has become the fastest growing passenger car segment market in China. With the increasing competition in SUV market, to understand the characteristics and rules of SUV consumer behavior in our country is quite a practical reference to the product development, design and marketing such as product positioning and pricing for the SUV manufacturing enterprise in China.In this paper, "SUV Users" are taken as the example for our study. Through the research method of positivism, the demographic characteristics and consume activities of SUV consumers are measured. With statistical analysis software SPSS 13.0, the valid samples collected are processed by the multivariate statistical analysis to study the characteristics of SUV consumer groups, analysis the factors which may impact on the SUV consumers' purchase decision and classify the market, and find out the cause and effect between the choice of different grades of SUV and the characteristics of the consumer.First, the development situation of SUV market in China is introduced in this paper. And the progress track, research status at home and abroad of consumer behavior and the research status of consumer behavior of automobile market are analyzed. Next, the theoretical models on consumer purchase decision and the process of purchase decision are discussed. And then the variable and questionnaire meeting the aim of this study are designed.In the empirical study, statistical analysis methods such as frequencies, factor analysis, cluster analysis and optimal scale regression in statistical analysis software SPSS13.0 are used to 453 valid samples collected for data analysis. Seven major factors-the vehicle performance, function space, business services, related policies and regulations, brand and model, the cost of vehicles and information-are concerned about by consumers were extracted through the research. And based on above seven factors, SUV consumers are divided into three groups-"the pursuit of High-quality "practical kind, " the pursuit of balance" to showing off kind, " the pursuit of space to enjoy" personalized-kind. Consumers' gender and age does not exist significant impact on choice of model. The important factors are the standard of living, occupation, educational level and marital status.Finally, the conclusions were discussed and research in future was prospected.