An Empirical Study On The Influence Of Brand Image Of Dairy On The Consumers' Purchasing Behavior

With the furtherment of economic reform, China's consumption structure and ability are improved continuously,and the consumers' income is increasing swiftly, people pay more attention to dairy consumption and then the features of brand purchasing become more and more obvious in the consumption of dairy products; at the same time, along with China's entrance into WTO, and the merging of domestic market with international market competition between markets became extremely severe, while many dairy enterprises at home lacks competitive means. in order to surve and seek development, the voice of brand building from China dairy enterprises becomes louder and louder with each passing day.Based on the practical problems and theory-study insufficiency of dairy brand building, the anthor of this article applis "Biel" survey model, and integrats some study achievements of some scholars at home. On the ground of document retrospect, the anthor develops the survey chart that shows relationship between the brand image fitting for Chinese dairy consumers' characteristics and consumers' purchasing behavior, then he sets "MengNiu" as study product and college students as study object, and makes questionnaire of which 487 are effective, to gropingly analyze the effect and function that three parts of brand image does to the dairy consumers' purchasing behavior.By putting analysis data in order, utilizing SPSS professional stat software and making use of descriptive stat, variance analysis, factorial analysis relevance and regression analysis, a serial of research conclusions were drawn. The conclusion shows, the questionnaire is of high credit and efficiency. It is reasonable that brand image is divided into corporate image, product or service image and user image. The three parts influence dairy consumers' purchasing behavior of which the product or service image's most obvious; at the same time, the interactive effect is found not that obvious, and it's found through the analysis of genes and regression that during the process of clients' dairy purchasing, the company's ability and duty, as well as the users' living style and view of value are more and more important, which is a new tendency that is worth of the dairy corporations' research and practice.