Research On The Factors Affecting Consumers' Choice Of Crab Brands

From the early 1980 s,river crabs began pilot experiments on artificial breeding,and the crab industry developed rapidly.From 1990 to 2017,the total production of crabs in China increased by 100 times.However,with the rapid development of information technology,global competition has become increasingly fierce,and the consumption-driven market has become more and more complex.The survival and development of China's crab enterprises are facing unprecedented challenges.Crab companies are beginning to realize that only by understanding consumers can they create competitive brands.Therefore,consumer research on brand cognition has gradually become a hot spot in brand behavior research.Existing research on consumer brand behavior can be divided into two categories: investigating the drivers of consumer brand choices and examining the overall behavior of consumer brand choices.The overall behavior of consumer brand selection is mainly from the perspective of macroscopic perspective and consumer consumption.In most studies,operations research focuses on the use of mathematical models and selection strategies to study the brand selection of consumers and the formation mechanism of brand selection..With the continuous development of the aquatic industry,the river crab enterprises gradually began to study the behavior of consumers.In this context,this paper incorporates the knowledge of psychology into the model of crab brand selection,constructs the overall model of consumer crab brand selection cognition,and verifies the hypothesis proposed.The main tasks of this paper are as follows:1.Identify the cognitive components in the process of consumers choosing the crab brand,and construct a cognitive model of consumer crab brand selection.First,use the verbal report to capture the cognitive expression of consumers when simulating the choice of the crab brand.Then,create and distribute a questionnaire based on the result set.Subsequently,each factor was identified by factor analysis.Combining with previous studies,we have identified three factors: consumer metacognition,brand-related knowledge and brand selection strategies.On the basis of this,we have built consumer celebrity brand selection cognition.model.2.Expand the cognitive structure model of consumer brand selection.First of all,this paper uses the activation diffusion theory of psychological knowledge,combined with brand selection theory to expand brand-related knowledge.Based on previous studies,this paper points out that brand-related knowledge includes four elements: brand cognition,regional cognition,quality cognition and brand association.Secondly,with the help of psychological knowledge,this paper expands the strategy of river crab brand selection.Finally,this paper creates a cognitive overall model for the selection of the crab brand.3.Verification of the hypothesis proposed by the consumer cognition model of consumer brand selection.On the basis of summarizing the predecessors' literature,this paper develops two empirical studies,namely: the influence of a consumer familiarity on the dimension of the survey attribute;the relationship between the knowledge of the consumer brand and the influence on the choice of the crab brand.In the empirical study,data processing was performed using SPSS 23.0.Methods used include cluster analysis,factor analysis,and binary logistic regression analysis.Finally,according to the crab brand selection cognitive model,to provide sales advice for the river crab enterprises,first,establish a positive attitude of consumers on the crab brand.If enterprises can adopt appropriate and appropriate emotional marketing methods,so that consumers can deeply understand the core emotional connotation of corporate brands,they will surely win the favor of consumers.Second,in the face of consumers with different familiarities,companies should choose differentiated marketing strategies.Continuously improve service standards and increase service projects;establish a comprehensive customer relationship management system based on the membership system;use a variety of methods to enhance old customer loyalty.Third,adopt appropriate strategies to motivate consumers to form habitual purchases.River crab enterprises in different positions in the market should adopt diversified countermeasures.There are still some limitations in this paper.Later research should be carried out according to the following perspectives: First,the implementation of cross-regional meticulous comparison and in-depth research.Second,select a phased time interval to conduct a deeper dynamic study of mass consumers to obtain corresponding brand selection data.Third,expand the sample range and sample size.