Study On Brand Association And The Effect Of Consumers’ Behavioral Intentions For The Baby Care Product

The child is the hope of the future, the present family is basic it is have a child, so today’s child more and more baby. In the period of the children and infants is very fragile, more need our parents to pay attention to their aspects, even care products and also be on the important position. And for all kinds of care products for, how to choose? We pay attention to the Lord the consumer what? Through the understanding, they compared to the brand is a concern, so enterprise should be from the perspective of brand, a deeper to dig, how to attract more consumers to buy their products.So this paper through the brand association on consumers’behavior of the research orientation to use baby care of product to, through the empirical research method, had been the combination of theory and practice, let the dimension of the brand association division more refined, let brand association theory can be made in real life products, make the study conclusions in the operation of the enterprise to contribute.This paper in order to research the infant care products and consumer, through the research and literature review, to build a suitable to use in China’s baby care product on the consumer brand association division on consumers’ behavior and dimension to the analysis model of influence. Based on the model, by using the correlation analysis and regression analysis to the brand personality, emotional brand, quality assurance, price perception, social identity the five dimensions of research hypothesis testing. Besides, this research also tend to the consumers’ behavior are classified, is divided into:recommend tendency, reconstruction tendency, premium for orientation, try to extension products, further detailed the consumer behavior tendency. Then put every brand association dimension and every consumer behavior on the related analysis to one. The analysis results of enterprise need consumers have a different behavior tendencies, according to the different dimensions can be taken seriously, to promote the consumer behavior to the direction of the enterprise want to tilt.The research results made clear brand association of consumers different dimensions of different influence on different behavioral orientation degree. Further detailed the brand association dimensions of the classification of the relevant theories. The dimension of the brand association division in general can’t defined as many dimensions, or to different industry different products in the original theory up thinning. So that we can build a practical valuable dimension. This paper mainly foothold in infant care products is on, so the model, choice theory is based on the Angle of infant care products, do more targeted and practice.