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2024-07-18 09:01:39 Source: Champu Consulting Visits:0
一、品牌偏好的概念
品牌偏好是指消费者在购买或使用某一类产品时,对某一品牌或几个品牌的相对倾向性。
Brand preference is a form of consumer brand attitude, which reflects the consumer's cognition, emotion and behavior tendency of brand.
Brand preference is an important prerequisite for consumer brand choice and the basis of brand loyalty.
Food gift consumer brand preference refers to the relative tendency of consumers to a certain food gift brand or several brands when buying or giving food gifts. Food gift consumer brand preference is affected by many factors, such as consumer personal characteristics, food gift brand characteristics, gift-giving occasions, gift-giving objects.
食品礼品消费者品牌偏好对食品礼品企业的市场策略有重要指导意义,如产品定位、价格策略、促销策略、渠道策略等。
二、品牌偏好的测量指标
品牌偏好的测量指标可以分为主观指标和客观指标两类。
主观指标是指通过问卷调查、访谈、实验等方法,直接或间接地获取消费者对品牌的偏好程度或排名的指标,如品牌偏好度、品牌偏好顺序、品牌偏好比例等。
客观指标是指通过收集和分析消费者的购买或使用行为数据,反推消费者对品牌的偏好程度或排名的指标,如品牌市场份额、品牌购买频率、品牌购买金额等。
食品礼品消费者品牌偏好的测量指标可以根据研究目的和数据来源的不同,选择合适的主观指标或客观指标,或者综合使用两类指标。例如,如果要了解食品礼品消费者对不同品牌的偏好程度,可以采用主观指标,如让消费者对不同品牌的食品礼品进行评分或排序;如果要了解食品礼品消费者的实际购买行为,可以采用客观指标,如分析消费者的购买记录或收据。
Influencing Factors of 3. Brand Preference
品牌偏好的影响因素可以分为内部因素和外部因素两类。内部因素是指消费者自身的特征,如性别、年龄、教育、收入、个性、价值观、生活方式、消费动机、消费情感等。外部因素是指消费者所处的环境,如品牌的属性、形象、知名度、口碑、忠诚度、关系、社会影响、文化影响、市场竞争等。
食品礼品消费者品牌偏好的影响因素可以根据研究的具体内容和范围,选择合适的内部因素或外部因素,或者综合考虑两类因素。例如,如果要分析不同性别的食品礼品消费者的品牌偏好差异,可以选择性别作为内部因素,控制其他内部因素和外部因素的影响;如果要分析不同品牌的食品礼品的品牌偏好影响因素,可以选择品牌的属性、形象、知名度等作为外部因素,控制其他外部因素和内部因素的影响。
四、品牌偏好的研究模型
品牌偏好的研究模型是指用于分析品牌偏好的影响因素和效果的数学或统计模型,如多元回归模型、多项式Logit模型、多层次模型、结构方程模型等。品牌偏好的研究模型可以根据研究的目的和数据的特征,选择合适的模型,或者构建自己的模型。例如,如果要分析品牌偏好对购买意愿的影响,可以选择多元回归模型,以购买意愿为因变量,以品牌偏好和其他控制变量为自变量;如果要分析品牌偏好的形成机制,可以选择结构方程模型,以品牌偏好为中介变量,以内部因素和外部因素为自变量,以购买行为为因变量。
食品礼品消费者品牌偏好的研究模型可以根据食品礼品行业的特点和研究的问题,选择或构建合适的模型。例如,如果要分析食品礼品消费者的品牌偏好结构,可以选择多项式Logit模型,以消费者对不同品牌的食品礼品的选择概率为因变量,以消费者的个人特征和品牌的特征为自变量;如果要分析食品礼品消费者的品牌偏好分层,可以选择多层次模型,以消费者的品牌偏好为因变量,以消费者的个人特征为个人特征为个体层变量,以送礼场合和送礼对象为群体层变量。
五、尚普咨询公司的品牌偏好研究服务
尚普咨询公司是一家专业从事市场研究和咨询服务的公司,拥有丰富的行业经验和专业团队,为客户提供量身定制的解决方案。尚普咨询公司在食品礼品行业有着深入的研究和广泛的客户资源,为多家知名的食品礼品企业提供了品牌偏好研究服务,帮助客户了解消费者的品牌偏好,优化产品和市场策略,提升品牌竞争力和市场份额。
以下是尚普咨询公司为某食品礼品企业提供的品牌偏好研究服务的具体过程和结果:
研究目的:了解食品礼品消费者的品牌偏好结构和影响因素,为客户制定有效的市场策略提供依据。
研究方法:采用问卷调查和多项式Logit模型,分析消费者对不同品牌的食品礼品的选择概率和影响因素。
Research sample: 1000 food gift consumers were randomly selected, including 500 males and 500 females, with the age distribution between 18 and 65 years old, the education level distribution above junior high school, and the income level distribution above 3000 yuan.
Research recommendations: Based on the results of the study, Champ Consulting made the following recommendations for its clients:
Enhance brand attributes, image, popularity, reputation, loyalty, relationship and other brand elements, and enhance the core competitiveness and differentiation advantages of the brand.
针对不同的消费者群体,制定有针对性的市场细分和定位策略,满足消费者的多样化需求和偏好。
Use social influence and cultural influence to shape the brand's social responsibility and cultural connotation, and increase the brand's sense of identity and belonging.
Pay attention to changes in market competition, adjust products and market strategies in a timely manner, and respond to challenges and threats from competitors.
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