A Study On The Influence Of FMCG Brand Personality On Consumer Purchase Intention

With the development of social economy,the increase of consumers disposable income,The demand of the FMCG is changing,consumers are not only satisfied with the functional properties of the product or service,but also to satisfy the individual and comfortable,The development of media communication technology makes the consumer access to information,a quality of problem exposed repeatedly,and the production of the living environment,consumers are not assured to the most FMCG,the brand is the overall evaluation of many consumers after their consumption,can let people ease of buying and using,the domestic consumers are in pursuit of the brand and keeping a high state,even if when the economic crisis,the international brand also found the refuge in China.One of the main characteristics of the FMCG is homogenization of seriously,replaced easyly,the loyalty of the consumers is not high,at the same time,the domestic and international market environment changes quickly,complexly,unpredictably,The FMCG industry is in highly competitive environment.Now many domestic and foreign enterprises have turned to the brand strategy from the low cost strategy,the future war is the brand in the FMCG industry,the stability of the brand is an important way for enterprises to keep the advantage,as well as human personality,The FMCG Brand personality also has stability,the establishment of brand personality is an important brand strategy of enterprise.This paper aims to study the influence of the FMCG Brand Personality on the consumers,intention of purchase,after domestic and international literature reviewing,found that domestic scholars concentrated their attention on the consistency on the individual characteristics and the brand personality,and the degree of consistency influenced on the purchase intention of consumers,brand attitude,Just as human personality,brand personality has the same diversity.There are differences on the different types of brand personality on consumer purchase intention,The dimensions of brand personality is often ignored in the study and.Study is more diversea abroad,more brand awareness as the intermediary variable references of brand loyalty and consumer purchase intention,researching on the classification of brand personality dimensions,and analysis.The rational consumer behavior theory and consumer purchase model,we found that consumers purchase decision is in highlighting the role of brand personality and brand attitude,as external stimuli influence on the brand attitude and brand attitude as the intermediary variable meaning of brand personality on consumer purchase intention,domestic and foreign scholars ignored the importance of the study in the study.Therefore,this study based on the theoretical research,introduce brand attitude as the intermediary variables creatively when the brand personality influences on the purchase intention of consumers in the process,put forward the theoretical model of this study,and classified the five dimensions of brand personality,according to the proposing research hypothesis of this research model,using empirical research,in the form of a questionnaire.Taking the dairy products as the research object,carring on the questionnaire survey.Taking Huang Shengbing,Lu Tai Hong(2003)brand personality scale as the basis,through in-depth interviews to delete descriptive words,preliminary determination of dairy products brand personality scale items,and then through small-scale investigation,the scale used in this study is reasonable verify and modify,finally establish brand personality survey items in this study.put a total of 245 formal investigation,after collected 198 valid questionnaires,Reliability,factor analysis,validity,correlation analysis using SPSS with the collected data and regression analysis were used to test the hypothesis.The conclusion:(1)brand personality Ren dimension have no correlation on brand attitude and purchase intention of consumers;(2)brand personality intelligence dimensions have a significantly positive effect of on brand attitude and purchase intention,and influence most strongly;(3)brand personality Yong dimensions have positive effect on brand attitude and consumers purchase intention;and strong influence.(4)brand personality happy dimension has significant positive effect on brand attitude,but no correlation on consumer willingness;(5)the brand personality of elegance on brand attitude and purchase intention of consumers have positive effect,effect is relatively weak;(5)brand attitude acts as intermediate variable between brand personality and purchase intention.According to the conclusion,put forward some suggestions on the establishment of brand personality in FMCG products industry.