A Research Of Intergenerational Influence Mechanism Based On Brand Preference

The family is the first personal social environment and one of the main channels of personal socialization; any family members are likely to influence each other, especially the influences between two generations. Intergenerational influences means one generation in the family pass to another generation market-related skills, attitudes, preferences, values and behaviors. According to the pass direction, intergenerational influence is divided into forward intergenerational influence and reverse intergenerational influence. Intergenerational influences not only occur in a small family environment, but social and cultural background as the environment also impact intergenerational influences. China’s social and cultural background has some features. First, it is reflected by the traditional filial piety impact, intergenerational relationships between the members of the Chinese family much closer. Second, the parents and the child’s communication is gradually transformed from authoritarian to democratic, created favorable conditions for intergenerational interaction and communication. Third, the brand concept has been widely accepted. The generation of80after is particularly strong brand awareness. Fourth, in the face of a large number of new consumer information, the younger generation of "80" after the ability to accept new things, learning ability, guide the parent to re-integrate into the modern consumer society becomes possible.This study lies in the Chinese society and culture background and selects80after and their parents as samples, from the view of consumer behaviors, and focus on the process of intergenerational influences to study the consumer behaviors based on brand preference-based, to research two generations from Chinese families and to explore Chinese families’intergenerational influences mechanism.The paper makes some innovation based on previous literature. First, this paper uses in-depth interviews to understand the parent-children interaction with dynamic mechanism of consumer behavior. The study finds that in the intergenerational effects of household consumption behavior, whether it is affect the behavior of the sender or recipient, there are intrinsic and extrinsic two kinds of motives. Secondly, this paper designs questionnaires and collect relative data to do empirical analysis. Then, with these useful data from questionnaires, this paper identifies the forward and reserves intergenerational influences in their respective transmission path form. Additionally, the study also confirms the existence of external adjustment factors affected intergenerational influences, the study finds peer groups, advertisement and network are three main external factors impact on the transmission mechanism and weakened the transmission. Finally, according to the study result, this paper puts forward some brand marketing management suggestion in order to help companies to promote customer loyalty and help companies to do brand communication and brand maintenance.