The Reserch Of Hunger Marketing Influence On Consumer’s Purchasing Behavior

As China’s consumption market continues to grow up, and citizens*purchasing power increases, incentive consumption policy makes electronic products, entertainment and real estate become the new highlights of consumption. Facing this fierce market competition, in order to attract more consumers and maintain market share, businesses are looking for some new marketing modes. So "Hunger Marketing" has gradually become the example by which businesses follow. This paper attempts to research on the elements of consumer perceived value and "Hunger Marketing", and elements’influence mechanism of consumer purchasing behavior, then tries to provide some practical guidance.First of all, this paper brings forward the background, significance, purpose, content and technology roadmap of this research. Secondly, this paper reviews consumer purchasing behavior theories. The third, this paper studies customer perceived value, and dig out three approached which can impact consumer purchasing behavior, then an empirical model and some hypothesizes established. Last, aims to verify hypothesizes and correct mode based on empirical analysis result.By questionnaires and depth interview, combined with4P marketing theory, this paper digs out the elements of "Hunger Marketing". They are perceived price, perceived quality, product promotion, shop image, distribution density and service quality. Then explores how the elements impact consumer behavior through the three approached based on regression analysis result. Besides mentioned above, this paper also gives related conclusion.Based on empirical analysis, this paper systematically discusses "Hunger Marketing" mechanism from three aspects (perceived value, perceived benefit, and perceived cost). Then analyses how each element impacts consumers" purchasing behavior. After that, this paper provides some suggestions about how to implement this strategy effectively.