Personal Values, Self-symbol Commodity Consumer Demand Analysis

With the improvement of living and the strengthening of consumer's self-realization, more and more self-symbol-product, such as CRBT(Color Ring Back Tone),well up in market. The main topic of this paper is illuminating why consumers favor self-symbol-product from the point of view of consumer behavior study. The fruit of this paper should help marketing work of self-symbol-product.There are 4 major results in this paper as listed below:1. Summarizing the authority theoretic and literature in the fields of consumer behavior study, axiology, values judgment study etc. It has been found in this work that consumer's values is the key factor influencing consumer behavior. And it still has been found that self-symbol-product meet consumer's symbol demand. Obviously, the demand of this type is distinctly influenced by consumer's values2. By the means of survey based on questionnaire and data analyzing, this...