The Effecting Factors Investigation And Analysis Of Chinese Consumers’Purchase Intention To The Independent Brand Passenger Cars

At the beginning of China’s accession to the WTO, many people fear that, as the opening level of policy become higher, the domestic car market will be occupied by foreign brands, the development of relatively backward national auto industry will be devastating blow. So that they were calling for a moratorium on the open car market. Yet the fact is not so pessimistic. As the rising of the sales of the domestic car market, a group of powerful domestic independent brand automobile enterprises have gradually developed. The independent brand companies such as Great Wall, Chery, Geely, BYD with the advantages of their products have taken a place in the fierce market competition. The independent brand’s overall market share has also improved. At the end of2010, the independent brand automobile market share reached45%.With the economic growth of China became slow, however, a second-tier city car market has become increasingly saturated, the domestic car market growth is clearly starting to "brake". In addition, joint ventures that mainly produce high-grade cars in the past get into low-grade cars market in recent years. The Living environment of independent brand becomes not optimistic. Their inventories index is rising, market share is declining. Even some experts predicted that the next three to five years, there will be more than half of the independent brands of car disappear.From the point of view of the macro competition environment, market growth is slowing, stimulus exit, many city purchases; joint venture brand of extrusion, such as export markets fall is likely to become the reasons of the independent brand market share decline. There are also a lot of related arguments and the literature recent. But from the consumer perspective to the problem of micro research is very few. What are the consumer’s perception to the independent brand in China? Can the independent brand products meet consumers’demand? Exactly what factors affect the consumer purchase intention of independent brand passenger car? This article mainly discusses these issues. This article is divided into six parts. First, the thesis research background, content, method and train of thought has carried on the summary. The second part expounds the paper need to use the related theory, consumer behavior, brand marketing and the basic concept of the independent brand passenger car. And the third part has carried on the review to the development of automobile industry in our country, and at present our country independent brand passenger car consumption status of a brief analysis. The fourth part puts forward the author’s hypothesis, and assumptions, illustrates the questionnaire design process. The fifth part uses the SPSS19.0to carry on the analysis of the result of the questionnaire and verify the hypothesis in the front part one by one. The sixth part puts forward the study limitations and future research prospects.The results of this study will contribute to our country vehicle enterprise to expand the market more targeted, develop product planning and marketing strategy more scientific by knowing more information of consumers’attitudes and opinions to the independent brand products.