Empirical Research Of Consideration Set Two-stage Brand Choice Model In Chinese Fast-food Industry

With the development of China economic, Chinese fast food saleroom is growing quickly 20 percent every year. Along with the income of city residents going up every year, Chinese fast food industry has been experiencing a rapid developing progress. Now China fast food market has become one of the seventh most quickly developing markets. Given the economic expansion and the huge market potential, more and more foreign fast-food chain companies entered into this attractive market. While China as a traditional cate country, our original traditional food absorb and use for reference from foreign fast-food company experience and growing at an incredible speed. However, compared with other transnational giants Chinese enterprises still lack managerial experience and many shortcomings at least. Given the market intense competition, faced multiple brands, Chinese consumers how to make brand final choice is essential for fast-food companies and their managers.Consideration set is a set including a few of brands which is considered by consumer. On the basic of former researchers, consideration set two-stage brand choice model has been built. This paper divided the whole brand choice process to two stage: first is consideration set forming stage and second is final purchasing stage.On the consideration forming stage, the whole awareness set has been divided to four sets, consideration set, hold set, reject set and foggy set by different combination of brand cognition, attitude, confidence and intention during the consumer brand choice process, hypothesis have been put forward.With empirical consumer investigation,using ANOVA to valid the hypothesis,come to conclusion:in Chinese fast-food industry, consumers still categorize the whole awareness set and forming consideration set.On the final purchasing stage, with the help of investigation data, two brands have been pick up which got the highest two score on brand cognition, attitude, confidence and intention. It is supposed that brand 1 is the focal brand and brand 2 is the competitive brand. Setting up Brand Competitive Vulnerability Model, hypothesis have been brought forward that for the mutual effects to focal between competitive brand of consumer brand cognition,attitude,confidence and intention.Using structural equation to test the model hypothesis. The conclusion is that competition among brands contributes to the consumer final brand choosing.