The Research On Brand Perception And Consumer Buying Behavior

With the development of society and economy, ruthless in competition appear not only in firms' marketing activities but also in their management of brands. Consumers show a complex buying behavior when facing the challenge of choosing a specific brand. The reasons behind the scene remained to be explored. It is said that the firm who can understand customers better and devise marketing strategies accordingly would win customers and even create its competitive advantage. The area of consumer buying behavior is therefore an interesting focus for researchers and business practitioners. The current study examined the relationship between consumers' brand perceptions and their purchasing behaviors. Some of Philip Kotler's theories and others provide the base for the research model. Using quantitative research methods, this study validated the relationships between consumers' brand perceptions (including the constructs of involvement, perceived brand differentiation, hedonism and utilitarism) and their buying behaviors. This study also identified different types of consumer buying behavior and disclosed the difference in these behavior characters. The current study therefore provides a useful means to classify consumer buying behavior and make a contribution toward the applications of consumer buying behavior in brand strategy.