Study Of Brand Choice Behavior Based On Consumer Self-Monitoring In Gift Purchasing Situations

Consumer brand choice, which depends on the choice situation, has a practical significance to corporate marketer. The brand choice behavior of Chinese consumer greatly was affected by groups. Consumers are more concerned about face and social group effect of individual consumption, and it is even more conspicuous in the gift market. The degree of Face Consumption varies from consumer of different levels of self-monitoring.This study uses the psychology experimental method in consumer behavior research, examining the effect of situations on the brand choice behavior of different self-monitoring level's Chinese consumers. The study combines theoretical analysis with empirical research. Both the consumers'value perception and familiarity of some brands in jewelry industry were analyzed through the pilot test and literature research, and stimuli for the main experiment were selected. Then constructed purchasing situation of the main experiment, and measured consumers'brand choice behavior in different gift buying situations through between-subject experimental design.The results of the experiment lead to several findings, including: (a) whether accompanied or not, there is no significant impact on the brand choice behavior of Chinese consumer; (b) the receiver of the gift has a significant impact on Chinese'brand choice behavior; (c) people with different self-monitoring level conduct significant different brand choice behavior between different situations of social visibility.