The Brand Consumption Tendency Study Based On The Consumer Behavior Characters

In recent years, the role of introducing the concept of consumer spendingbehavior, to study consumer role socialization theoretical model. Understanding therole of consumer demand, is conducive to a better understanding of consumers’propensity to consume the brand has an important significance to enhance the brandpropensity to consume.From the consumer point of view, based on the structure androle of consumer-brand brand preference behavior analysis, and construct thecorresponding patterns of behavior, we constructed a theoretical model of the role ofconsumer behavior patterns, study the behavior under the influence of their rolemodels, brands different propensity to consume.In this paper, reading literature, interviews and made a hypothesis based oninterview results, the study was designed based on the propensity to consume brandconsumer behavior questionnaire distributed to different consumers in different partsof the questionnaire, followed by the results show that different clothing consumptionwere significant differences in the branded consumer behavioral tendencies, the samerole in the apparel consumer branded consumer behavior tendency also existsuncertainty. Through the study of the propensity to consume, and provide positivevalue to the business of how to meet consumer demand and brand marketing roles inproduct design and development, brand positioning.