消费者对品牌偏好的行为研究——以咖啡为例

Consumer Behavioral Research on Brand Preferences—Take Coffee as an Example

摘要: 在一个成熟的市场中，消费者存在品牌偏好。为研究消费者品牌偏好的影响因素，本文以咖啡为例，从自身特质、品牌接触、品牌形象出发提出影响消费者品牌偏好的假设，根据问卷调查数据，进行相关分析、回归分析来验证假设。结果表明：1) 自身特质、品牌接触对品牌形象有正向的显著影响。2) 自身特质、品牌接触、品牌形象对品牌偏好有正向的显著影响。3) 各因素对咖啡品牌偏好的影响程度不同，品牌形象对消费者品牌偏好影响最为显著，其次是自身特质，最后是品牌接触。建议咖啡品牌企业在研究咖啡消费者的品牌偏好时应充分了解咖啡自身特性、品牌接触、品牌形象对品牌偏好的影响作用，咖啡品牌企业应当建立良好的品牌形象吸引消费者，从而进一步培养消费者的品牌偏好。

Abstract: In a mature market, consumers have brand preferences. In order to study the influence factors of consumer brand preference, this article takes coffee as an example, and proposes hypotheses affecting consumer brand preference based on own characteristics, brand contact, and brand image. Based on the questionnaire survey data, correlation analysis and regression analysis are carried out to verify the hypothesis. The result shows as follows: 1) Own characteristics and brand contact have a positive and significant impact on brand image. 2) Own characteristics, brand contact, and brand image have a positive and significant influence on brand preference. 3) Various factors have different degrees of influence on coffee brand preference. Brand image has the most significant influence on consumer brand preference, followed by own characteristics, and finally brand contact. It is recommended that coffee brand companies should fully understand the influence of coffee characteristics, brand contact, and brand image on brand preferences when studying the brand preferences of coffee consumers. Coffee brand companies should establish a good brand image to attract consumers, thereby further cultivate consumers’ brand preference.