Product Consumption Value Of International Brands To Consumers, The Impact Of Empirical Research

Consumer's perception and appraisal on product's consumption value are the important basis of their choice behavior. In addition, with the globalization trend, there is a great change in people's attitude of values, which exert an influence to consumers' choice behavior of international brand. Under this kind of situation, consumer's choice behavior of international brand became more complicate, and consumer's psychology of consumption became more difficult to grasp. In view of this situation, this text starts with the presentation of consumer's perception and appraisal on the product's consumption value of the international brand, through introducing consumer's attitude of values (individualism and collectivism) and products type (practical and extravagant), studied consumer's choice behavior of international brand.Through questionnaire investigation and Regression Analyze, this research has found out the relation between product's consumption value and consumers' choice behavior of international brand. First, function value is the key factor considered when consumer choose international brand, especially when consumers, no matter collectivism person or individualism person, choosing the practical products. Second, when consumers choosing extravagant products, social value and emotional value of the products have positive influence on their choice behavior, social value is of great impact to individualism person's brand choice behavior, and emotional value is of great impact to collectivism person's brand choice behavior. For this reason, this text has proposed some following suggestions for transnational marketing person: First, strengthen the function value of the products, carry on the functionally innovation of products. Stress product's function value when propagating the brand of practical products. Second, when propagating extravagant products brand in country or area which has higher individualism tendency, it is better to emphasize its emotional value. Third, when propagating extravagant products brand in country or area which has higher collectivism tendency, it is better to emphasize its social value.