消费者个体差异对卷烟消费动机、品牌偏好与购买行为的影响分析

The Analysis of Consumers' individual differences Influence on Cigarette consumption motivation,Brand preference and Purchase behavior

国内卷烟市场竞争激烈,消费者个体差异对消费行为的影响不容忽视。运用对应分析方法,研究我国消费者个体差异对卷烟消费动机、品牌偏好与购买决策的影响,为卷烟品牌战略规划提供数据支撑。

Domestic cigarette market competition is intensifying. Consumers＇ individual differences has been proved exerting significant positive effects on consumer＇s brand attitude and purchase intentions. This study systematically analyzes several elements that have influenced consumers＇ purchase decision, which include consumers＇ individual differences, cigarette consumption motivation and brand preference, by use of correspondence analysis（CA）.