Research On The Impact Of Brand Loyalcy On Xi’an Female College Students’ Consumption Of Bra

As the fastest-growing underwear market in the world, China create a fierce competition among underwear enterprises. The underwear enterprises should pay more attention to cultivating consumer loyalty because of the broad prospects for development and profit space. And the most important prerequisite to cultivate brand loyalty is to understand its structure and influence factors and influence degree. This will be the problem of this paper to explore bra brand loyalty of female college students in Xi’an City.According to the various domestic and international theory achievements about brand loyalty, this paper established seven influencing factors and five measuring indexes of bra brand, conducted a questionnaire survey of female college students in Xi’an city and put forward seven research hypothesis, and used SPSS 19.0 to analyze 200 valid recovered questionnaires, mainly carries on the descriptive statistical analysis, reliability and validity analysis, exploratory factor analysis, analysis correlation analysis variance of the sample data and linear regression analysis. Finally, the hypothesis could be verified and research model could be built, then the research results of this paper show that:1. Female college students most often buy bra brand is Cosmo Lady.2. As one of the consumers’ personal characteristics, the educational background and brand loyalty does not exist significant differences, but in the 0.05 level of significance, there are significant differences in the average monthly consumption and brand loyalty.3. In the seven main influencing factors of brand loyalty in bra, brand service and advertising play the most important role in behavior loyalty, followed by the image of the store and convenience, then staff skills and environmental atmosphere and bra attributes, finally is the guarantee of bra and promotion.4. Promotion play the most important role in attitudinal loyalty, followed by the image of the store and convenience.5. There is no significant relationship between brand loyalty and fashion.Eventually, according to results, this paper put forward some suggestions for underwear enterprise on the cultivation of female college students’ brand loyalty of bra, provide references for enterprise to better develop young consumer groups.