Research On Brand Preference In College Students’ Mobile Phone Consumption

At present, China has the huge Numbers of college students, and the generation after90s occupy the main body of college students. They has formed a special consumer groupand has an important role in the consumer market. On the other hand, with thedevelopment of economy, the brand concept and brand consumption gradually increase,and the study of college students’ brand preference in the consumer is of great importance.Through the survey found that mobile phone consumption has become an indispensablepart of college students’ consumption, and there are many differences between collegestudents’ mobile phone consumption. Therefore this article will focus on the research ofthe college students’ mobile phone consumption brand preference.This article explores the group characteristics of college students from the perspectiveof self-monitoring level firstly,, and research on brand preference on the basis of self-monitoring level. This study puts forward three hypotheses: self-monitoring level affectbrand preference difference; the influence factors of affect college students’ mobile phoneconsumer brand preference is composed of several categories, including in the brandimage, brand quality, brand product features, brand experience and brand value and brandpersonality; college students of the various factors of the brand preference degree ofconsistency in the consumption is stronger, there is no significant difference. Themeasurement of self-monitoring level adopt Synder self-monitoring scale, and themeasurement of brand preference use the relative brand preference measurementtechnology that Park and Srinivasan (1994) put forward.For college students, this article adopt the way of questionnaire survey to collect rawdata, and use SPSS software for statistical analysis of data. According to the statisticalresults,there are the following conclusion：the level of college students’ self-monitoringgenerally is high strong brand preference，and they showed a strong brand preference;college students brand preferences reflected in the quality factor, the brand function factor,brand image factor, brand quality factor, brand experience factor five brand factor; collegestudents on the degree of preference brand factors are basically identical, and is a unifiedconsumer groups.Finally, on the basis of the research conclusion, combined with the feature of theconsumption of college students, the article put forward the brand management andmarketing strategy on college students’ consumption market.