Analysis On The Factors Influencing Mobile Phone Brand Preference Of University Students In Wuhan

With the increasing number of students, "90 after" is the main part of the college students,which constitutes a special consumer group and has an important position in the consumer market.At the same time, along with the rapid developent of economy, the brand concept and brand consumption is growing. Through the survey found that mobile phone has become a necessity of college students, college students as a special group, there is big difference in the consumer, which has great research value, so this article will focus on brand preference of the research on college students' mobile phone purchase, which is advantageous for the enterprise to understand the current situation of college students' mobile phone consumption, characteristics and brand preference, in view of the college students' mobile phone brand marketing and brand management for the enterprise to provide the basis.Based on college students as the research object, this paper designed the questionnaire, collect data, including consumer cognitive biases scale using likert 7subscales monitoring, self-monitoring scale adopted Synder self-monitoring scale. To collect data by using SPSS software to descriptive statistical analysis, cross table analysis,factor analysis, correlation analysis. Study the university students' mobile phone utility preference degree, college students at home and abroad to mobile phones brand preference and university students' recognition, self monitoring level, the relationship between the university students' individual factors.The research results show that the students of different individual factors on the mobile phone at home and abroad there is significant difference on brand preference, but no significant differences in practical preferences; College students' practical preferences in mobile phone and mobile phone recognition, low self monitoring was positively related to relationship; Preference for domestic and foreign mobile phonebrands in the college students to buy mobile phones of different USES, different consumption levels, different consumer attitudes have significant differences on the deviation. Can be seen from the results of the analysis, the cause of university students in the cause of the mobile phone when the choose and buy different preferences have personal consumption level, the degree of understanding of the mobile phone market,consumption idea and so on.Finally based on the research of this paper, combining with the characteristics of the consumption of college students and puts forward for college students' mobile phone market brand management and marketing strategies.