The Relationship Of Consumer’s Brand Knowledge And The Willingness To Pay A Price Premium

Because of the global economic integration and the situation of domestic relative to abuyer’s market, marketing competition between the enterprises is from the product ofproduction and service, turning to a higher stage of brand competition, through the brand tooccupy the market. A good brand vitality is very strong, it can be more than the product, evenmore than the life of enterprise, continues its charm, value. The modern enterprise’s profitability is no longer just depends on cutting the production cost, but in how to establish a goodrelationship with customers, and access to customers’ recognition of the brands.Implementation of brand strategy, setting up the brand image between the consumers,increasing customers’ perceived value of products, catching customers’ premium paymentwiliness, so that the enterprise can get the competition advantage and obtain excess profit.Therefore, establishing brand knowledge to perceived value, consumers’ premium paymentwiliness" relationship is necessary to study.Based on brand image and brand awareness as a research starting point, with consumers’perceived value for mediation, this paper researches the relationship between brand facts andconsumers’ premium payment will. And through analysis of the literature at home and abroad,we summed up the meaning and dimensions of brand image, brand awareness and perceivedvalue, then we summarizes the real connotation of the consumers premium payments will, itrefers to the consumers formed a variety of value differences through self-perception ofdifferent brands, and willingness to pay additional price for this part of the value, it is theresults of the brand equity effect on consumer perceived value.In this paper, with the help of previous article, we analyzed the influence of brand image,brand awareness on perceived value, consumer premium payments will, and perceived valueto the consumer premium payments will. Based on this, we advanced19hypotheses andestablished the affecting model of the brand awareness, brand image dimensions to perceivedvalue dimensions and consumers’ premium payments will. According to the researchhypotheses and combining previous research results, Chinese national conditions and culturalbackground, in view of the utility-orientation, pleasure-oriented, and balance-oriented FMCG,we designed three kinds of questionnaires, and selected Urumqi consumers as sample forinvestigation. Then we used SPSS19.0to analyze the statistical results of questionnaires, verify these hypotheses, and draw relevant conclusions.Finally, this article discussed in the FMCG industry, according to the different types ofproduct types how enterprise to adopt targeted marketing measures to enhance the brandawareness and brand image, and has a focus on value to meet the different consumer demand,thus influence its purchase behavior, and ultimately bring big profits for the enterprise.