Research On The Effect Of Individual Heterogeneity On Consumer Brand Preference

The core of brand preference is to meet the needs of consumers, and consumers are the source of brand value creation and realization. Based on the fierce competition in the market environment, the research on brand preference is especially important. However, considering the previous research results, scholars usually directly use the utility function to explore the effect of factors on brand preference. And the factors are divided into two kinds of variables, which are commodity attribute factors and consumer factors. Few people use theoretical model to measure the individual heterogeneity factors, and explore the effects of different variables on brand preference.Based on the existing research, this paper explores the impact of individual heterogeneity on brand preference. The specific content includes the research of preference heterogeneity, the construction of brand preference model, the choice of factors and the study of the relationship between heterogeneity and brand preference. The purpose is to understand brand preference and related factors. So we can better meet consumer needs and bring consumers a better experience. Hence, the brand loyalty of consumer is formed. In addition, according to consumer preference, we can guide enterprises to develop relevant policies and recommendations. Thereby enhance the visibility and sales of brand. Specific steps as follows. Using literature reading to find reasons of heterogeneity and define heterogeneity factors; To find out the factors affecting brand preference of demographic factors and product attributes; With the aid of the statistical analysis software, using MNL model to study the effect of these factors in the condition of heterogeneity on brand preference effect. In this paper, the data from the questionnaire survey and a total of 747 questionnaires were collected.After empirical analysis, it is found that past purchase experience and different income will produce individual heterogeneity. The heterogeneity can influence the brand preference and adjust the other factors. In addition, in terms of demographic variables, age, education level, marital status and family population variables have significantly effect on brand preference. In the commodity attribute, the price of products, functions, packages, functions and channels have different effects on brand preference.