Research On Consumer Behavior Of Different Generation Based On Means-End Chain Theory

In recent years, domestic demand for notebook computer market is growing faster. By the end of 2005, China's notebook computer sales, grew to nearly 3.4 million accounted for about 5.2% in the global market share of notebook computers. Meanwhile, China's market demand for notebook computers is far higher than the growth rate of demand growth in the desktop computer market. IDC addition to the survey data, 2005 global notebook computer market PC shipment volume ratio of 31%, compared with 27% in 2004 the proportion has been greatly enhanced, and the current ratio is only 14% in China, it can be expected that in China's notebook market there is a great space for growth. Meanwhile, fierce competition in the market has resulted everywhere. Notebook computer sales will not stimulate the growth of the notebook computer manufacturers profits surge, therefore, dividing consumer groups effectively and doing marketing activities targetedly become the inevitable choice for notebook computer manufactures to break away difficulties and survive continually. .Review of research on existing notebook computers purchasing behavior, we can found that most of research is about the relationship between the demographic variables and consumer purchasing behavior. But the brand of notebook computers with similar attributes of the products. Research on only demographic variables on the impact of acts is not enough. Only by studying consumer psychology statistical variables that can be demonstrated in depth understanding of consumer behavior differences. Personal values is the most important psychological level of statistical variables, which have significant implications for the behavior can be said that the standard of behavior. Personal values play a more central position in individual perception system (Rokeach, 1973). When consumers face many similar attributes to the brand-name products, product attributes can increase the value of the individual, often can influence the actual consumer purchase behavior (Reynolds & Gutman, 1984). Therefore, the notebook computer manufacturers want to hold consumer's demand, expand their market shares, it can be not ignored that the relationship between consumer behavior and consumer's personal values. The most representative theory of research on the relationship between consumer behavior and consumer's personal values is Means-End Chain Theory advanced by Gutman (1982). Using Means-End Chain Theory, foreign scholars make a lot of research on consumer behavior research. But domestic research on Means-End Chain Theory is very little, empirical research is particularly lacking. Meanwhile, the lack of theoretical research also limits the use of Means-End Chain Theory in practice.Generation is the delineation of consumer groups, According to the consumer's birth, to a certain length of the term will be divided into various age consumers. Different generations of consumers because of their different backgrounds lead to the different preference, therefore, there is a difference in behavior. In China there is different generation's delineation. Liu Shixiong, Zhou Zhimin (2002), two scholars divides Chinese consumers into the "Traditional" generation,"Cultural Revolution" generation, "Lucky" generation, "Transferable" generation and "E" generation. The two scholors thinks that different generation's psychological and cultural values lead to the different consumer behavior.This paper will aim to integrate Means-End Chain Theory and "different generations", using Means-End Chain Theory, research on the different generations of consumers to purchase notebook computers behavior.Based on exploring and review of relevant literature, this paper formed the following assumptions.Hypothesis 1: there is significant correlation between product attributes and consumption results.Hypothesis 2: there is significant correlation between consumption results and personal values.Hypothesis 3: there is significant difference for different generations on product attributes that the consumers think much of.Hypothesis 4: there is significant difference for different generations on consumption results that the consumers think much of.Hypothesis 5: there is significant difference for different generations on personal values that the consumers think much of.On study method, using depth interviews this paper, understand the product attributes and positive results that the consumers think much of. Then proceeds to interview for the information contents of the questionnaire, conducted a questionnaire survey of consumers. Consumer attention to the product attributes, consumer results and personal values can be got by the questionnaire survey. According to the Consumer classified information and samples of their own generation, using statistical methods to compare the products attribute of different generations, consumers results, and the value of the individual differences and the comparison of different generations of consumers to purchase notebook computers in the decision-making process– Means-End Chain difference. This paper chooses subjects under 16 years old to 46 years old in Changchun City. By issuing questionnaires, this paper gets 177 valid questionnaires. Through factor analysis, correlation analysis and single-factor analysis of variance, this paper summarizes the following conclusions.(1) The Means-End Chain that integrated product attributes, indeed exist in the consumer notebook computer behavior.(2) Different generation of notebook computers consumers are different on personal values, consumer results and product attributes that they think much of.(3) Different generations of notebook computers consumers have different Means-End Chain network.By identifying different Means-End Chain of different generations of notebook computers consumers, notebook computer manufacturers marketing staff could understand the personal values, consumer results and product attributes that they think much of, have a better understanding of the development of appropriate marketing strategies.First, for the E generation (1980-1989) consumers, E generation consumer demand individuality, are the envy and admiration of others, is reflected in the pursuit of its "respect" personal values, So they purchased notebook computers will become more emphasis on "Modeling contributory" product attributes. Notebook computer manufacturers can address consumer attention to the "modeling style" product attributes, make product improvement and new product development, make their product become more avant garde, more fashionable style.Second, for the T generation (1970-1979) consumers, T generation consumers pay more attention to "basic functions" product attributes and "services" product attributes. Notebook computer manufacturers can address consumer attention to the "services" product attributes, strengthen after-sales service, emphasizing its advantages in services. For T generation consumer attention against the "basic functions" product attributes, notebook manufactures emphasize their price advantage to win market share.Finally, for the L generation (1960-1969) consumers, L generation consumers pay more attention to "brand reputation" product attributes. Notebook computer manufacturers can address consumer attention to the "brand reputation" product attributes, emphasize their brand, do more in-depth work in conducting the ads.