Consumer's Cognition Analysis Under Background Of Vehicle Recall

According to product harm crisis research theories and method, combined with consumer cognition method and vehicle recall research. This paper carried research of consumers cognition under background of vehicle recall by questionnaire survey. The research is based on view of automotive vehicle and components, using t test and single factor way for samples data analyses. Mainly focus on the difference view of normal consumers and automobile industry practitioners. With the analysis result, it's found that in generally consumers have tolerant attitudes and positive evaluation of automobile recall. And severity of the recall is the mainly factor which effect consumer cognition. When the crisis intensified, consumers will be affected by the negative cognition of recall model and the brand, and reduce their purchasing intention of specific models of the brand. Among of consumers cognition the vehicle quality is different from brand awareness. And it's found the brand country of original attribution could be the factor of consumer spillover attitude of recall issue. Generally consumer most focus on vehicle brand attribution than components brand and the recall market range.