A Study On The Influence Of Consumers' Perceived Quality Difference On Purchasing Behavior

In recent years, progress, economic prosperity and social technology gradually, greatly changed people’s consumption concept, high- volume industrial products, homogeneity, environmental and other characteristics can not meet people’s consumption demand, more and more consumers to choose a variety of handmade products that are green, natural, personality, creative. Handmade products can give consumers a different perception of quality, when consumers perceive the quality of the goods and the actual quality of the product itself closer, he would choose to buy this product, ot herwise abandon or choose other commodities. The closer the actual quality is much higher than even the perception of the quality of goods, consumers can more easily choose their own satisfaction with the goods to make a purchase. This paper by the method of empirical analysis, validation of the assumptions made in the study of handmade products and industrial products manufactured by different choices of consumers, their perceived quality difference to consumers throughout the wishes of buying preferences, shopping value, and willingness to pay a premium impact of purchase frequency, generated based on these effects to explore the perceived quality associated with differences in consumer buying behavior among consumers, to be seeking preliminary draw perceived quality models. This paper selected areas although relatively narrow, but life, and closely linked with today’s consumer trends, as some companies can provide some advice and support in the fierce market competition. This paper also sought to give a theoretical basis for the enterprise in terms of consumer behavior, provide recommendations for enterprises to choose a unique advantage, then the enterprise in this highly competitive market occupies a unique competitive advantage to make some contribution.