Consumer Behavior - Personality, Attitudes And Brand Choice Research

With the fast social and economic development, brand competition has become more and more intense and consumers are becoming more and more picky. The only rule of market is that: the brand that can attract consumers will take the core competition advantages. When the brand is accepted by consumers it will have good sale volume on the market.The theoretical circles and enterprises are attaching importance to the study of consumer behavior. Personality and attitude are the two important factors that affect consumer behavior so this thesis focuses on the study of how personality and attitude affect brand choice and their correlation by analyzing detailed market research data.This thesis is separated into three parts. The first part makes an introduction on the development of consumer behavior and theory and practice made in this area. The second part focuses on the study of personality and attitude and makes analysis on the effect of personality and attitude on the brand choice theoretically. The third part analyzes data obtained from market research by SPSS software through statistical technology such as factor analysis and cluster analysis and logistic analysis.Making use of the two variables personality and attitude, the beer market is divided into six different segment markets. The study results indicate that only three factors such as preferable attempt factor and domestic brand-directed factor and Ad-unfavorable factor have correlation with brand choice.