Analysis Of The Factors And Marketing Solutions That Influences The Reference Price Of The College Students To Buy Smartphones

Based on the consumer price behavior, factors which determine a customer’s purchase decision depends not only on the actual price of goods, but also depends on the consumers’judgment of the price level. The reference price is the consumers’feeling of the appropriate price level.Reference prices are influenced by many factors, the object of this paper is the main factors that affect the students’reference price in the purchase of smart phone. Through this research, it can deepen the empirical analysis of the reference price about the digital products.At the same time,according to the conclusions reached by the empirical analysis and standing on the point of the smart phone manufacturers, this paper tried to make some recommendations and countermeasures.On the basis of the literature review,this paper made assumptions and verified the hypothesis of the model. Primary data obtained through interviews and field research method and used spss17.0to analyze the questionnaire data. After testing hypotheses, then drew conclusions. The conclusions are as follows.First,As buying a smart phone is a high degree of consumer behavior involvement, the college students ’reference price will be affected by the impact of product features. Second, the brand of smart phones will reduce the price sensitivity of consumers. That is to say, it has a positive impact on reference price for students when buying smart phones. Third, Price promotions may affect the reference price when college students buying a smart phone, so you can use price differences to make indirect influence on consumers’ reference price. The fourth, different shopping place is related to the consumers’ reference price, but does not enter the regression model. The fifth, demographic variables will partly influence the reference prices. From the empirical results can be seen, the more amount of disposableincome, the less of the reference price in the purchase of smart phone.And vice versa. Gender differences do not affect the reference price changes. In the other factors, no significant differences on variables affecting the reference priceFinally,combined with the actual problems is being researched, conclusionsare given on the basis on the firm’s perspective.The main measures are given for the smart phones are concentrated on the functionality, market segmentation, branding, promotions, and sales channels.