Empirical Study Of The Influence Of The Shampoo Brand Image’s Key Factors On Consumers’ Buying Behavior

In the vastness of the sky, in the Olympic arena, the Chinese people made greatachievements. However in the brand arena, the road is very difficult. So this paper hopes todo some research on brand image in Chinese market. This paper is to take shampooindustry for example in the Chinese market，then it will study the influence of the keyelements of the shampoo brand image on the consumers’ buying behavior，and weight ofthe influence on the consumers’ buying behavior and so on.According to the Biel’s the Measurement Model of Brand Image, the brand image isto be divided into three dimensions: the product image, corporate image and the userimage. Together with the present status of Chinese Shampoo industry brand development,this paper designs a studying questionnaire related to the relationship between the keyindicators of the Shampoo brand image and consumer buying behavior. Through ourstudying analysis, this paper gets several conclusions: the impact of product image onconsumers’ buying behavior is significant; the impact of corporate image on consumers’buying behavior is also significant; the impact of user image on consumers’ buyingbehavior is not significant; the impact of consumers’ personal characteristics onconsumers’ buying behavior is not significant and so on.