Volume 29, Issue 1
PSYCHOLOGICAL MECHANISM OF CONSUMERS IN BRAND BUILDING OF ECONOMIC TRADE
The preference and psychology of consumers are important considerations in brand building of economic trade. This paper aims to identify the intrinsic relationship between the psychological mechanism of consumers and brand building. To this end, a questionnaire survey was conducted to grasp the consumer preference. Based on relevant psychological theories, the survey results were analyzed statistically to evaluate consumer psychology relative to brand building. The results show that males are mainly affected by product function, while females by marketing mode; the consumption of young people is greatly influenced by the marketing, followed by product function, while middle-aged and aged people focus on the function and practicability of products; the background of consumers (e.g. income, age, work and education) has a significant impact on consumer psychology, which in turn affects the purchase decision-making; the influencing factors of consumer psychology must be highlighted in brand building.
Economic Trade, Brand Building, Consumers, Psychological Mechanism.