Brand Consciousness Of 80's Generation Of The Countryside

The topic of 80's generation is very attentioned these years, and influences from literature to every way. But 80's generation of the countryside is forgotten for a long time even though it's the main part of population of 80's generation. Actually, the situation of China chooses countryside issue to be one of the most important issues on its way of development. Countryside market will be more important as the city market is saturating day by day.This study takes Zhijiang, Hunan as the survey place, investigated by quantitative (questionnaire) and qualitative study (interview) to have the preliminary study in brand Consciousness of 80's generation of the countryside. The aim of this thesis is to stretch and further the study of 80's generation. Choosing four commodities including hair Shampoos, casual wear, sports shoes and mobile phone based on involvement theory which respectively represent the feeling-low involvement commodity, thinking-low involvement commodity, feeling-high involvement commodity and thinking-high involvement commodity. The paper analyzes different involvement commodities' to get the 80's generation of the countryside's brand Consciousness, and then gives some suggestions on marketing in countryside.Conclusions are summarized after the research: their brand consciousness is weak. Different involvement commodity has different brand consciousness, thinking-high involvement commodity training their brand consciousness and brand Consciousness of low involvement commodity is from passively more. Media is not the directly factors influence their brand Consciousness, but personal communication.