Research On The Influence Of Consumers'Daily Domestic Products Brand Preference And Purchase Behavior

Economic globalization has intensified brand competition.In this environment,the international market has become more and more domestic,and the domestic market has begun to show an international trend.This is both an opportunity and a challenge for Chinese local enterprises.In order to make local enterprises occupy a favorable position in the increasingly fierce competitive environment,it is becoming more and more important to study the influence of domestic product awareness,origin effect,brand identity cognition and consumer local brand preference and purchase behavior.The development has important theoretical guiding significance.This paper intends to select the daily chemical products brand as the research object,to study the development status of the domestic and foreign daily chemical products market by the university students and other groups as the survey sample,and to understand the consumer's domestic product awareness and origin by questionnaire.Measurements,brand identity perceptions,brand preferences,and purchase behavior were measured,laying the groundwork for later research.The research focus of this paper is on the relationship between the preferences of consumers' daily chemical products brands and the influence of purchasing behaviors.Based on a large number of domestic and foreign literatures,this study draws on the relationship model between consumer ethnocentrism and domestic goods awareness and purchasing behavior.Then propose the conceptual model and research hypothesis of this paper.In terms of content distribution,this paper mainly elaborates through six parts: The first part is the introduction,which mainly introduces the research background,research purpose and significance,research content and framework,research methods and innovation points,etc.The second part is literature review.The related variables involved in the conceptual model of this paper are reviewed in the literature,which provides the theoretical basis for the later research.The third part is the model construction and research hypothesis.The conceptual model of the paper is constructed through the combing of the literature and the relevant research hypotheses are proposed.The four parts are research design and analysis methods,mainly introduces the design of questionnaires and scales and the analysis methods to be used in the research.The fifth part is data analysis and hypothesis testing.This part mainly describes the statistics and the corresponding statistics of this research.The proposed research hypothesis is tested.The sixth part is mainly the research conclusions and suggestions.It mainly discusses and analyzes the hypothesis test results above,and proposes corresponding suggestions based on relevant conclusions.Finally,it points out the research directions of the paper's shortcomings and prospects.In the research methods,the main methods are factor analysis,correlation analysis,analysis of variance and regression analysis.Through the relevant empirical tests,the following conclusions are found: First,the consumer's domestic product awareness is positively related to the local daily necessities brand preference,while consumption The relationship between domestic product awareness and local purchasing behavior is not significant.Second,the consumer's origin effect is positively related to its foreign brand preference and purchasing behavior,that is,the more consumers think that the foreign daily chemical product brand image is better than the local daily chemicalization.The brand of products,the more preferred and tend to buy foreign brands of daily chemicals;Third,the perception of consumer brand characteristics is generally positively related to local brand preferences,specifically the brand awareness and cost-effectiveness of local brands in consumer perceptions.The preference is positively correlated,and the relationship between brand quality and local brand preference in consumer identity cognition is not significant.Fourth,consumer local brand preference is positively related to purchase behavior.Based on the above conclusions,this paper also analyzes the reasons for the hypothesis test,and proposes the following four marketing suggestions and countermeasures: First,explore the Chinese elements of products,stimulate consumer awareness of domestic products;Second,enhance the image of local origin,build an international strategic alliance;Third,improve product cost performance,and strengthen product promotion;Four,focus on product innovation and win the foundation of preference.Finally,this paper puts forward the related deficiencies of the research,and proposes the future research direction from the aspects of questionnaire design,survey object selection,brand selection and model improvement.