The Brand Recognition And Consumption Behavior Study Of College Students' Sports Clothing In Some Colleges In Guang Zhou Area

Strategy of "national fitness" to encourage the active part in physical exercise of the masses,the masses sports have become more common,and at the same time also stimulate the sports consumption,sports consumption has already become an important part of modern people's life,is also the important guarantee for survival and promotion of sports industry.College students,as a special group,have gradually become the main force in sports consumption,driven by the physical fitness tests of university students.In sports consumption,the consumption of sports clothes is the broadest and most basic."Brand strategy" is a strategy that companies are implementing,and the success of the business depends on the ability to build a successful brand.Therefore,research on university students' sports apparel brand recognition and consumer behavior,not only provide the basis for the enterprise marketing strategy,but also improves the sports apparel market competitiveness,promote the development of sports industry,guide students to establish positive consumer psychology from the front,to help students establish a reasonable and healthy consumption.This study from the perspective of economics,psychology and consumer behavior based on the theory of the brand identity theory,USES the literature material law,questionnaire survey,mathematical statistics and logical analysis,using independent sample T test,single factor variance analysis,bivariate correlation analysis and linear regression of multiple correlation analysis,the area of south China university of technology in guangzhou,south China normal university,jinan university and sun yat-sen university 1000 undergraduate students from four universities as the research object,study their sports apparel brand recognition and consumer behavior.The article is divided into four chapters altogether: the first chapter summarized the paper selected topic background and expounds the research on college students in guangzhou region sports apparel brand recognition and consumer behavior theory significance and practical significance;The second chapter defines the relevant concepts of this article and analyzes the theoretical basis needed for this article.The third chapter of guangzhou university students' sports clothing brand recognition of the status quo and the current situation of the consumer behavior investigation and analysis,and analyses the brand identity and the correlation of consumption behavior and personal brand identity and the buying behavior of college students in guangzhou region of complex correlation;Chapter4 summarizes the results of the survey and puts forward Suggestions for the problems that arise.Through investigation and research conclusions are as follows: brand recognition ofcollege students in guangzhou region mainly displays in "the brand represents values","I agree with this one brand is represented by the way of life" and "image of the brand personality is consistent with my personality image" of the three dimensions;College students in guangzhou are more likely to buy foreign brands than domestic brands.The motivation of college students to buy brand sportswear in guangzhou region is mainly realistic motivation and motivation,cheap for sportswear brand information mainly through advertising media and Internet,buy brand sports apparel channels are mostly in the stores and large shops;The consumption level of college students in guangzhou is higher overall.On post-purchase evaluation,college students in guangzhou region of not satisfied with the condition for the remedial measures are mostly blind,few people through legal means to safeguard the legitimate rights and interests of oneself;Brand recognition and brand sports apparel consumer behavior is relevant,personal brand identity of three dimensions of the "I agree with the values of the brand represents" and the "I agree with the way of life" the brand represents and the image of the brand personality is consistent with my personality image "has correlation with purchase behavior,personal brand recognition and purchase behavior shows the relationship between the multiple correlation,when the three dimensions of personal brand identity work at the same time,the possibility of brand sports apparel purchase behavior.Put forward the following Suggestions: to solve the problems that exists in colleges and universities should set up the university student sports consumption behavior and concept of the education system,guide students to reasonable consumption,don't overspend and blind consumption;Companies should invest in their best efforts to build brands they like.Enterprises should broaden the channels for college students to acquire brand sports clothes.