Study On The Relationships Between Consumer Self-concept And Store Choice

China's rapidly and continually growing of economy that has provided a favorable macro environment for her development of retail industry.But since China join in WTO, the retail industry is opened to the world, more and more foreign retail enterprises open stores in China that cause severly competition in China's retail industry. At the same time, there are a lot of changes in consumers'needs and wants. As a whole, Chinese retail enterprises are facing more challenges.Studying on consumer behaviors of store choice is a very important foundation in establishing and and implementing enterprise marketing strategy and tactics. However, in the literature, there is lots of store choice research undertaken from the demographic views. It has been criticized that such research has the problems of underanding consumer behaviors superficially, and they might not be very helpful for enterprise'right and efficient decision-making of trategies and tactices. However, studying into the distinguishing motives of consumers from phychological perspectives, lifestyles that may provide deeply understanding the consumer behaviors. And such a way is drawing increasingly attention of the researchers. In the practical sense, it is necessary that retail enterprises research consumer behaviors of the store choice from a consumer psychological perspective, and find the consumers'needs and wants, and establish the right marketing strategy and tactics. By doing so, the retail enterprises can have the opportunities to survive and developin the fiercely industry competition.Self-concept is the important factor on consumer psychological perspective, which influences and determines a consumer psychology and consumer behaviors. Since the 1950s, self-concept has been taken as one of the core subjects of the research concerning consumer behaviors in Western countries. But Chinese scholar research self-concept on psychology. There is little research on consumer behavior, and less on consumer behaviors of store choice.In the study, we research the Chinese retail consumer behaviors of the store choice from the self-concept viewpoint. After collecting and organizing relevant Western documentary resources to consumers'self-concept and Chinese documentary resources to consumers'self-concept, and think about the character of Chinese retail consumer, we build a five dimensional model for Chinese retail consumers'self-concept and they influence on Chinese consumer behaviors of the store choice.They are family self, developed self, demonstrated self, feeling self and freedom self. And advance hypotheses related. Under the theoretic framework, a semi-structured questionnaire survey has been used to collect the primary data. We investigate denizen of Beijing and Chongqing cantonal. We get 429 samples and use reliability analysis, factor analysis, correlation analysis, one-way analysis of variance to study the model, and self-concept influence on Chinese consumer behaviors of the store choice and relations between them. The result validates the model and proves some of hypotheses. That is, there are five dimensional for Chinese retail consumers'self-concept and consumers'self-concept influence their store choice directly, and there are correlation between them. Some marketing implications of the research results have been provided.