Research On The Influencing Factors And Promotion Countermeasures Of Jinlu Daily Chemical Brand Purchase Intention

With the rapid development of market economy,the increasingly fierce market competition,daily chemical industry also faces fierce competition,in the face of foreign multinationals extrusion,domestic local cosmetic enterprises face greater market competition pressure.Deer Japan is domestic famous cosmetic brand,from all aspects of the pressure in the market,must constantly explore potential markets,improve their own comprehensive competitiveness,to maintain the survival and development of the enterprise.Based on the market,is the key to understand the needs of the consumers and ideas,research the influence factors of deer cosmetic brand consumers purchase intention,can for the golden deer constantly improve themselves,improve market share.Comb through a lot of reading literature,the related research and cosmetic brand purchase intention of relevant research results,a preliminary assumption influence concept-people cosmetic brand consumers purchase intention were the major influencing factors of perceived quality,brand image,perceived price and perceived risk.Then on the basis of combining the characteristics of the golden deer cosmetic brand,draw lessons from RuiZhen(2014)development of influence factors on purchase intention questionnaire,design the concept-people cosmetic brand purchase intention influencing factors questionnaire.Questionnaire,recycling questionnaire,using SPSS statistical software For Windows19.0 of valid questionnaires valid data is analyzed,and then verify that perceived quality,brand image,perceived price and perceived risk will affect consumers' willingness to buy,to determine the influence factors of golden deer cosmetic brand purchase intention For perceived quality,brand image,perceived value and perceived risk of four factors.Finally,the influence factors of consumers' purchase intention towards deer cosmetic brand,put forward by strictly control the product quality,focus on brand image construction,scientific pricing and consumer perceived risk management four aspects increase consumers'willingness to buy,to pay for the golden deer cosmetic brand to attract more consumers and deer group,promote the competitiveness of the market to provide guidance and reference.