A Study Of Influence Of The Brand Personality Of The3G Mobile Phone On Consumer’s Brand Preference

Because of the serious product homogenization, consumers are facing with more and more competing brands for their purchase. These brands shaped the so-called "personality" through various marketing strategies.At the same time, consumer’s spending behavior shows the new features and trends, more and more strong brand awareness, focus on the subjective preferences of the brand, This is the process of seeking psychological identity and self-expression, and more inclined to choose the brand in line with theirs personality, so brand personality has become important identify characteristics to attract the attention of consumers in the fierce market. Recent decades, scholars focus on the study of brand personality reflected in three aspects of its concept, measurement and practical application. In the modern highly competitive market environment of Individual consumers’demands increasingly enhanced, research the brand personality of the3G mobile phone has important theoretical and practical significance, but also for other industries or enterprises to create a unique brand personality and increase consumers’brand preferences provide some inspiration.This paper try to explore the brand personality of popular3G mobile phone from the perspective of consumer perception on the basis of extensive study both at home and abroad, of which four dimensions are fashion and beautiful, romantic, smart and lively, competent and reliable.Then I build a model about the influence of3G four dimensions of brand personality on brand preference, and select the Guangzhou City to issuing the questionnaire to conduct a questionnaire survey, by screening statistics collected535valid questionnaires, through statistical analysis questionnaire on the corresponding obtained the empirical findings. The results showed that the measurement scale has good reliability and validity, and4independent variables of the regression equation can explain56.4%of dependent variables. The four dimensions of brand personality on brand preference has significant effect, the positive effect impact weights were0.332,0.324,0.228,and0.264. Then, Author by one-way ANOVA analysis to explore the demographic variables age, occupation, monthly consumption exist significant differences on the consumer’s perception of brand personality. While gender, age, occupation, monthly consumption and the3G mobile phone brands exist significant differences on the consumer’s brand preference. Finally, the author try to proposes the appropriate management recommendations for the domestic3G mobile phone manufacturers to provide some inspiration for building effectively brand personality and cultivating consumer brand preference.