The Demonstration Study Of Product Image Of Mobile Phone Directed By Female Self-concept

This thesis initially makes use of the theory of female consumer self-concept in the research area of product image. Basing on the study of theories of consumer self-concept and product image system, taking mobile phone as a case, it makes gender differences research of the influence of consumer self-concept on product image preferences and research of the relationship between female consumer self-concept and desire of product image, then it attempts to give advices on product image positioning and building for actual operation.There are two parts in this thesis, which is theoretical study and demonstration study. In the part of theoretical study, through consulting literatures, it analyses and summarizes the theory of female consumer self-concept and emphatically discusses the components, structure and features of self-concept in the 5F model of female consume psychology. Using the existing theory of product image system as background and basing on the analysis of the total product theory, the thesis brings forward total product image system model—VQS and discusses its content, structure and features. Finally, according to the self-image congruence model, it puts forward the hypothesis about the relationships of VQS and female consumer self-concept system. The demonstration study has two parts. One parts is about gender differences research of the influence of consumer self-concept on product image preferences which proves that self-concept has more effects on women's preferences of product image than men. After that, the research of the relationship between female consumer self-concept and desire of product image is studied. Using the models produced by theory analysis as index system to create the testing questionnaire of product image of female mobile phone and self-concept and analyzing data by many methods in statistics, it verifies the structure of female self-concept that is used to divide the female consumers and the hypothesis mentioned before. At last, it discusses the differences desires of product image of different female consumers and gives advices about product image positioning and building.The research has its limitation because of some subjective or objective reasons, but it is an attempt of using female consumer self-concept to make research of product image, so it provides the possibility for follow-up researches.