Product Attributes On Rural Consumers Purchase Behavior After The Impact Of Empirical Research

Along with the rapid economic development of our country and progress, color TV set hasbecome farmers in daily life, and an integral part of our country yes in rural population, the ruralmarket still has a huge broad development prospects. It is because of the broad market prospect,and make some international color TV manufacturers to start will target of rural color televisionmarket, thus make our country rural market in color TV sets more competitive. In this context, inChina’s rural market research the color TV set the buyer’s purchase behavior has a great after thepractical significance.In this paper, the product attributes, type pleasure functional product attributes, customervalue and the behavior of the literature review after purchase as the theoretical basis, and putforward the corresponding theoretical framework and research assumptions, Then through thequestionnaire survey to collect data research methods, and SPSS17.0and Excel related dataanalysis software to survey questionnaire data was analyzed and processed, validation andcompared the enjoyment of functional product, product attributes attributes for color TV setconsumers after purchase behavior, and the influence of the customer value in the enjoymentof functional product attributes, product attributes to purchase behavior after the mediating roleof influence. The main research conclusion:(1) type product attributes and pleasure functional product attributes this both respectivelywith after purchase behavior between significant positive correlation relationship, so at present inChina, the color TV set the manufacturer can from these two aspects of his own brand, tomanage to get on with their favorable to competitive advantage;(2) pleasure type product attributes and functional product attributes are through thecustomer value indirect effect in the purchasing behavior after the; Therefore, our country’s colorTV manufacturers in brand management, should with enterprise customers as the center, payattention to reflect the customer value;(3) in our country present stage of TV sets in rural market, functional product attributes ofproduct attributes on than pleasure of color TV buyers of the rural market is more influencebehavior after, so the color TV manufacturers at this stage in development of China’s ruralmarket, should pay attention to functional product attributes of the product has the advantage.