The Study On Consumers’ Purchasing Intention Factors To Extension Products

Brand extension, one of the brand strategies, has been increasingly employed by the Chinese enterprises. But the extension products that appear in the strategy just like a coin that has two sides. If the extension products win the approval from the consumers, they can benefit the enterprises; if not, it will have a chain effect to threat the other extension products, even the core products. The enterprises realize that they will pay the painful cost if they always summarize the experience and draw up lessons from the practice. Therefore, it is of significance to study on the factors that have impact on the purchasing intension of the extension products. In this way, it can make the enterprise to realize how consumers evaluate the brand extension strategy of the enterprises and propose the advice to improve the management decision-making.The thesis mainly use the documentary research and empirical research method. On the basis of the research findings of brand extension performance at home and abroad, the thesis finds the several factors that affect consumers’ purchasing intension on the extension products and analyzes the measure indicators and at last build an affecting factors theoretical model. The thesis, combining the models and the study purpose, proposes five hypothesizes, with the mobile phone industry as the study industry, with Lenovo Desktop and Laptop as the original product, with Lenovo Mobile Phone as extension product, with consumers as the study subjects. Through questionnaires, the thesis has made statistic analysis with the SPSS software to analyze the collected data to prove the adaptability of the empirical models and concluded the study conclusion at last.Through this research, the author obtained the evaluation of differences about the factors of corporate image the parent brand extension product and marketing information, when different gender age occupation and education level of consumer purchase the Lenovo Mobile Phone. And then, has a brief discuss about the reason of causing the differences, put forward some marketing suggestion.Not only hopes to provide reference and feasible advice for the related enterprises when they implement brand decision-making and marketing strategies for the augmented products, but also hopes through writing thesis to lay new theoretical basis and thinking path for the study on the extension products.