An Empirical Research On The Influencing Factors Of Consumer Brand Sensitivity

Brand sensitivity means consumers pay more attention to the brand when they make purchase decisions. One obvious characteristic of Chinese consumer is their low brand loyalty but strong brand awareness. To a certain extent, Chinese consumers' brand consciousness even exceeds developed countries such as America and Europe. With the development of request in the field of consumption, some consumers care more about brand instead of price when they buy merchandises. In this paper, the factors that affect consumers'brand sensitivity are researched on the base of questionnaire investigation. The result is valuable to consumer behavior research and brand marketing of enterprises.First, theoretical research of factors that affect consumers'brand sensitive is carried out on the basis of reading a large number of relative literatures. The brand concept and brand sensitivity concept are explained. The reasons for consumer brand sensitivity are sensitive to brand is analyzed in psychology terms. The group characteristic and brand preferences of different types of consumers are studied, and the hypotheses are put forward from life style, brand attitude, reference group, as well as demographic characteristic.Next, the research object (brand product) and the persons who will be investigated are chose. The index system structure of the questionnaire and initial questionnaire are formed according to study hypotheses. Meanwhile, the questionnaire is improved and formed through little sample analyzed and the distribution of samples and also the validity and reliability of the questionnaires are analyzed.Then eight main influencing factors are found by the factor analysis, clustering analysis and accumulated logistic regression analysis on the data that collected by the questionnaires. From biggest to smallest, they are the brand consumption behaviors of reference group, the consumers'price consciousness, quality perception, pressure perception from group norm, brand packaging behavior, attitude to the brand consumption culture, gentle and hedonistic consumption.Finally, according to the significance of influence degree, six factors namely the brand consumption behaviors of reference group, the consumers'price consciousness, quality perception, pressure perception from group norm, brand packaging behavior, attitude to the brand consumption culture are chose as the first layer variables, and the group's average income, average educational level, average price consciousness, as well as average social status are chose as the second layer variables to construct the multi-layer linear model. The result of the study indicates that the influencing degree of the six factors is different significantly in different consumer groups, and the differences are caused by group variables.