消费者的品牌购买行为分析.docVIP

毕业设计（论文） 题目：东莞市厚街镇消费者的品牌购买行为分析 东莞市厚街镇消费者的品牌购买行为分析 摘要 在这个不断发展的社会中，人们的生活追求不再只停留在物质上，而是越来越享受精神上的追求。于是，很多能在精神上满足人们的东西，都像雨后春笋般涌现出来。随着经济的发展，人们在意的越来越多的就品牌商品，无论是衣服鞋袜还是家庭用品，都是人们所追求的。有的甚至把他们当成是身份的象征。 正是由于这样的原因，研究消费者对品牌的购买消费动机是很必要的。本文从品牌及消费者购买行为动机分析，阐述了品牌的意义，消费者的购买动机以及影响消费者的购买心理的一些原因等方面进行分析。 本文选择了东莞市厚街镇的消费者对品牌的消费购买行为以及其动机进行分析。通过发放调查问卷并对问卷进行回收的分析发现，厚街消费者在热切追求品牌的同时也会考虑购买与自身条件相符的品牌商品，对品牌的认识和购买都是持有一种较为理性的态度，不是人云亦云地去买。希望通过对厚街消费者对品牌的购买行为分析可以为企业带去一定的参考价值。 关键词：品牌；购买行为动机；购买心理分析 HOUJIE T0WN OF DONDDUAN CITY BRAND CONSUMER BUYING BEHAVIOR ANALYSIS ABSTRACT The society will never stop developing, and the peoples life is pursue no longer only pauses on the material, but more and more enjoys in the spiritual. So, anything which can satisfy in peoples spiritually live, looks like the bamboo shoots growth after the rainy day. Along with the economic’s development, the brand commodity is more and more caring about by people, not only the clothes、shoes and socks but also the housewares, all of them are people’s pursues. And some ever regards them is the status symbol. As a result of such reason, it is an essential to research the consumer’s purchase and expense motive for the brand. And this article is analysis the brand and the behavior of the consumer’s purchase and expense, elaborated the brand significance, consumers purchase motive as well as affects consumers purchase psychology aspects and so on some reason to carry on the analysis. This article has chosen the Dongguan Houjie Towns consumer carries on the analysis to the brand expense purchase behavior as well as its motive. Carries on the recycling through the provide questionnaire and to the questionnaire the analysis to discover that the thick street person while earnest pursue brands will also consider the purchase with own condition match cases brand commodity, has one more rational manner to the brand understanding and the purchase, will not be repeats ideas buys. The hope through may take away certain refere