Research On The Behavior Of Brand Choice And Strategies Based On The Subjective Factors Of Consumers

With the continuous development of market economy and the market powercontinuously transferring to the consumers, the focus of brand building has becomehow to obtain the favor of consumers, and contribute to the realization of consumerbrand choice. Consumers have become the center of the market and the marketstrategies of enterprises must meet consumers,psychology. But theoretical research ofbrand building mainly focus on the strategic level and few people consider directlyfrom the subjective point of view of consumers. The ultimate purpose of brandbuilding is to prompt consumers to choose and continuously buy their brand.Therefore, from the subjective point of view of the consumer to research the brandchoice is even more important.Combining the theory of consumer purchasing decisions and theory of consumerbehavior, this thesis put forwards the brand choice model based on consumers’subjective factors and takes consumers,attitudes, trust and purchase evaluation intothe model. The thesis uses the issuance questionnaire method to collect first-handinformation and analyses of the impacts of the relationships between the relevantvariables in structural equation modeling. The results show that the emotion, trust andpurchase evaluation directly have impacts on brand choice, and the greatest impact isconsumer trust, followed by the purchase of evaluation, and finally emotional. Brandtrust has a significant positive effect on brand choice, and trust plays a partialmediating role between cognitive, behavioral intentions, purchase evaluation andbrand choice.In the end, the enterprises in order to win the favor of consumers should take steps from three aspects: Firstly, develop positive attitude toward the brand andstrengthen consumers,awareness. Pay attention to the emotional needs of consumers,and strengthen the mouth-to-mouth marketing. Secondly, build trust mechanism towin the letter. Finally, cultivate positive evaluation of the purchase, and enhanceconsumer satisfaction.