Consumer behavior of college students the analysis of brand loyalty（大学生消费行为的分析品牌忠诚度）.doc

Consumer behavior of college students the analysis of brand loyalty In this era of young college students as the consumption of consumer groups showing a strong impulse, but also reflects the brand loyal consumer behavior of this groups, brand loyalty is affecting their consumption preferences and choices of important factors. Benwen By targeting college students to investigate the use of survey analysis, to explore the brand loyal consumer behavior of college students a major factor for future business or businesses to do brand marketing of new ideas. Through the questionnaire process and analysis, the following results. Result 1: brand image, emotional needs and interests of the orientation of college students is a major factor in brand loyalty. Brand loyalty reflects the student population consumption focus on brand image, and brand loyalty is also reflected in the brand consumer behavior of university students in the process of emotional consumption and “I like ‘emotional needs and interests of the pursuit of the brand is the basis for brand loyalty. Outcome 2: Students brand loyal consumer groups, consumer behavior on the type of image can be fine for the loyalty, loyalty and emotional loyalty to the interests of three categories, ie college students focus on the one hand, emotional awareness and emotional experience arising from brand loyalty, and because conditions are divided into “fashion fashion, the pursuit of image” and “prudent and pragmatic, rational consumption,” the two groups. “Fit is the best” often or consumer loyalty to the brand’s important reason for the business, allows young fashion consumers do not regret the impulse, but brand loyalty is the consumer behavior of a higher realm. So when different groups of students brand marketing, it should be combined with its specific psychological and behavioral characteristics of consumer demand to increase the target customer loyalty and brand satisfaction. Enterprises should be the target