An Empirical Study On Consumer Self-Concept Instructure Model

In the brank marketing age, self-concept becomes the one of the most important standard of segmentation. Self-concept is the individual's perception of his own achieved by regarding himself as an objective target. It is the profound personality factor exerting influence on the individual's behavior, can prompts people's self-concept agree with his own behaviors. Consumers' self-concept, "taking himself instead of something else as the subject, the general opinion and feelings about himself which a individual has as the particular role of a consume, is extension in micro aspect and development in depth of the study of self-concep.In High-grade cigarettes markrting, traditional segmentation variables such as geography and vital statistics have been behind the times, and can't supervise the marketing strategies effectively. Therefore, analyzing and researching on the consumers' psychological need and setting up a new segmentation mode of High-grade cigarettes is one of way to solve the problem.There are distinct differences on consume behavior between males and females. Although the female gains more and more notice, the male is still the main consumers in smoking. The paper tries to put forward to the male self-concept mode based on self-concept theory. In further, consumption behavior and market segmentation are to be explained, using the model. Besides that, a survey has been carried out in six different cities such as Beijing and Guangzhou. In this way, this paper pool 506 samples and further the study in data analyzing.The empirical study shows five factors in the male self-concept, and verifies the correlations between the five factors and the High-grade cigarette consumption behavior. By clustering analysis, we find five segment of the high-grade cigarette market: consumers who fully enjoy their family life; consumers who pursuit to spritural life; consumers who lead the fashion; consumers who value the enterprise and family; consumers who attach importance to the fame and wealth, and describe the characteristics of the consumer psychology and consumer behavior. Finally, the paper puts forward to some constructive suggestions to the enterprises that will focu on the five segmented market.