Research On The Influence Of Social Stratification And Consumption Psychology On The Recognition Of Chinese Automobile Own Brand

In recent years, with the expanding of the market size of China’s sustained and rapid development and the automobile industry, the world’s major well-known car brands are more and more attention to the Chinese market. Joint production and export has been intensified, has caused a surge in the number of brands of China’s automobile market. Our own brand of local car made great progress, and occupies a place in the minds of consumers. Therefore, China’s auto brands consumption factor of great significance. Empirical study on the basis of the questionnaire, sensitive influencing factors of consumer brand, its conclusions on the development of China’s own brand has a certain value.Firstly, the author read a lot of literature on the basis of brand consumption factors relevant theoretical research. From a sociological point of view the causes of consumer brand recognition, the initial hypothesis from two angles automobile brand consumers sensitive to impact factors of consumers’psychological characteristics and social stratification. Developed a questionnaire study to determine the object of a questionnaire issued, according to the research hypothesis of the formation of the index system of the questionnaire structure and the initial questionnaire, by the small sample survey questionnaire to modify and improve, and ultimately the formation of a large sample questionnaire, and the distribution of the sample and the questionnaire’s validity and reliability were analyzed.Based on the data of questionnaires, the writer proposed empirical study of the impact of the recognition of China’s auto brands factors, using multiple regression analysis and other statistical means. Automobile brand recognition to illustrate the development of survey methods and plans to establish a multiple regression model of the control variables considering the control variables and does not consider the two angles from the consumer psychological characteristics and social stratification. The study results show that:the consumer psychology and social stratification are the main factors affecting the consumption of own brand; recognition of China’s auto brands and foreign brands compared; consumer recognition of our own brand with the highest level of education, family pre-tax annual income, quality factors, service factors negatively related to the relationship, was positively correlated with the price factor.