1. Introduction

Car modification refers to the customized transformation of the appearance, performance, function and other aspects of the car to meet the individual needs and aesthetic preferences of consumers.

Car modification can improve the driving experience, safety, comfort, entertainment and other aspects of the car, and can also reflect the personality, taste, and lifestyle of consumers.

The car modification market in China is in a period of rapid development. According to data from Shangpu Consulting, the scale of China's car modification market will reach 93.5 billion billion yuan in 2022, an increase of 32.6 percent over the same period last year, and is expected to reach 200 billion billion yuan by 2025, with an average annual compound growth rate of 20.3 percent.

With the improvement of consumers' demand and awareness of car modification, the brands and products of car modification also show a diversified development trend, including original factory customization, modified stores, network platform and other sales channels, as well as appearance, performance, function and other modification types.

The brand preference of the car modification consumer refers to the consumer's cognition, attitude and choice tendency of the car modification brand.

The brand preference of automobile modification consumers is an important factor affecting the competition pattern of automobile modification market and the purchase behavior of consumers, and for automobile modification enterprises, understanding and meeting the brand preference of consumers is the key to enhance brand awareness, loyalty and market share. Therefore, it is of great theoretical and practical significance for the development of automobile modification industry to explore the brand preference of automobile modification consumers and its influencing factors.

At present, the research on the brand preference of automobile modification consumers is relatively scarce, and scholars at home and abroad mainly discuss the definition, classification, motivation, influence and effect of automobile modification, but there is still a lack of systematic and in-depth research on the measurement and analysis of the brand preference of automobile modification consumers. This paper aims to fill this gap, using the literature analysis method, questionnaire survey method and factor analysis method, based on the market research data of Shangpu consulting company, the quantitative measurement and dimension division of the brand preference of automobile modification consumers, put forward the influence model of automobile modification consumer brand preference, and gives the corresponding suggestions and enlightenment.

2. research methods

(I) literature analysis method

By consulting the relevant literature at home and abroad, this paper combs and analyzes the concept, type, market status and consumer demand of automobile modification, which provides a theoretical basis for the measurement index of consumer brand preference of automobile modification.

(II) questionnaire survey method

By designing a questionnaire, this paper makes an empirical investigation on the brand preference of automobile modification consumers. The questionnaire is divided into two parts. The first part is basic information, including gender, age, education, income, occupation, place of residence, vehicle type, modification type, modification budget, etc.; the second part is brand preference, including cognition of car modification brand, familiarity, preference, trust, loyalty, etc. The questionnaire was rated on a five-point scale from "strongly disagree" to "strongly agree. The formal distribution and recovery of questionnaires were carried out by the way of network platform. A total of 500 questionnaires were distributed and 472 valid questionnaires were recovered, with an effective recovery rate of 94.4.

(III) factor analysis

Through the factor analysis method, this paper reduces the dimensions and classifies the measurement index of the brand preference of the car modification consumer, extracts the main dimensions of the brand preference of the car modification consumer, and calculates the score and weight of each dimension to reflect the degree of attention of consumers to different dimensions. Factor analysis is a multivariate statistical analysis method that combines multiple related variables into a few comprehensive factors by looking for potential links between variables in order to simplify and summarize the data.

3. research results

Measurement of Consumer Brand Preference for (I) Car Modification

According to the results of literature analysis and questionnaire survey, the following 12 variables are selected as the measurement index of brand preference of automobile modification consumers:

1 is very familiar with the name of the car modification brand

2 very familiar with the product characteristics of the car modification brand

3 the car modification brand reputation is very trust

4 very satisfied with the price of the car modification brand

5 very satisfied with the service of the car modification brand

6 Very satisfied with the quality of the car modification brand

7 I like the design of the car modification brand very much.

8 I like the performance of the car modification brand very much

9 I like the function of the car modification brand very much

X agrees with the image of the car modification brand.

A will recommend my favorite car modification brand to others

B will insist on buying my favorite car modification brand

The Main Dimensions of Consumer Brand Preference for (II) Car Modification

In this paper, the above 12 measurement indicators are analyzed, the main component method is used to extract factors, the use of variance maximization method for factor rotation, and four factors are obtained, named: brand awareness, brand satisfaction, brand preference and brand loyalty.

The overall score of consumer brand preference for car modification is 3.7, which is higher than the average (3), indicating that consumers have a higher overall preference for car modification brands. In all dimensions, the highest score of brand awareness (3.82) indicates that consumers have a higher degree of awareness of the name, product characteristics and reputation of the car modification brand; the lowest score of brand loyalty (3.74) indicates that consumers have a lower degree of loyalty to the image, recommend and repeat purchase of the car modification brand. This shows that there is still some room for improvement in the brand preference of car modification consumers, especially in improving consumer brand loyalty.

The influence model of consumer brand preference of (III) car modification.

The brand preference of automobile modification consumers consists of four dimensions, namely, brand awareness, brand satisfaction, brand preference and brand loyalty. Brand awareness refers to the degree of consumer awareness of the name, product characteristics and reputation of the car modification brand, which is the basis for consumers to form brand preferences. Brand satisfaction refers to the consumer's satisfaction with the price, service and quality of the car modification brand, and is an important criterion for consumers to evaluate brand preference. Brand preference refers to the degree to which consumers like the design, performance and function of the car modification brand, and is the main way for consumers to express brand preference. Brand loyalty refers to the degree of loyalty of consumers to the image, recommend and repeat purchase of the car modification brand, which is the key factor for consumers to maintain brand preference. These four dimensions affect each other and jointly determine the brand preference of car modification consumers.

4. Research Suggestions and Implications

According to the results of this paper, this paper puts forward the following suggestions and enlightenment:

Automobile modification enterprises should strengthen the construction of brand awareness, improve consumers' awareness of the name, product characteristics and word-of-mouth of automobile modification brands through various channels and ways, and enhance consumers' impression and trust in automobile modification brands. to lay a solid foundation for the formation of brand preference.

Automobile modification enterprises should improve the level of brand satisfaction, improve consumer satisfaction with the price, service and quality of automobile modification brands by optimizing price strategy, improving service quality and ensuring product quality, and increase consumer evaluation and support for automobile modification brands, so as to provide effective standards for enhancing brand preference.

Car modification enterprises should cultivate the emotion of brand preference, improve the design concept, improve the performance level and enrich the function selection, improve the consumer's preference for the design, performance and function of the car modification brand, enhance the consumer's love and tendency of the car modification brand, and provide the main way to express the brand preference.

Car modification enterprises should enhance the strength of brand loyalty, by shaping the image characteristics, stimulate recommend willingness, promote repeat purchase, improve the image of consumers of car modification brand, recommend and repeat purchase loyalty, enhance consumer recognition and persistence of car modification brand, to provide key factors to maintain brand preference.

The research of this paper reveals the connotation, structure and influence mechanism of consumer brand preference of automobile modification, provides reference and guidance for automobile modification enterprises to formulate effective brand strategy, and also provides reference and support for the development of automobile modification industry.

5. Conclusion

Based on the market research data of Shangpu Consulting Company, this paper uses the literature analysis method, questionnaire survey method and factor analysis method to study the brand preference of automobile modification consumers, and obtains the following conclusions:

The overall score of consumer brand preference for car modification is 3.7, which is higher than the average (3), indicating that consumers have a higher overall preference for car modification brands.

The brand preference of automobile modification consumers consists of four dimensions, namely, brand awareness, brand satisfaction, brand preference and brand loyalty. The score of brand awareness is the highest (3.82), and the score of brand loyalty is the lowest (3.74).

The influence model of brand preference of automobile modification consumers shows that brand cognition, brand satisfaction, brand preference and brand loyalty influence each other, and jointly determine the brand preference of automobile modification consumers.