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Abstract College students as a special consumer group who pursue innovation and novelty are easily influenced by the trend of the times and they are the main objects of enterprise sales. At present, the brand becomes an important symbol for college students to choose the right sports shoes and also a main basis for them to compare sports shoes and make purchasing decisions. According to many successful cases, an important feature of a successful sports shoes is to be consistent from beginning to end to put the function of brands and consumer’s psychological desire together. Therefore, in order to make the targeted brand marketing strategy, the enterprises should fully learn the consumption status and understand the college students’ consumer psychology in the brand choice. This study mainly focuses on the specific effects of brand, group consumer psychology and brand loyalty on college students’ choosing sports shoes. The paper adopts the way of questionnaire and regards college students as the subjects of the study to analyze their consumer psychology when purchasing sports shoes. According to the data collection, it indicates the positive guiding effects of brand and group consumer psychology and the two-sides effects of brand loyalty. The paper tries to put forward some effective marketing suggestions for sports shoes producers. 31834
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Key Words: consumer psychology brand choice sports shoes college students
摘要大学生作为一个特殊的消费群体，往往喜欢追求新颖的事物且很容易受到时代潮流的影响。因而，他们往往是运动鞋主要的销售对象。当今，品牌是大学生选择运动鞋依据的一个重要标志，也是他们做出比较和购买决定的一个先决条件。很多成功的案例表明，为了打造一款成功的运动鞋品牌，需要将品牌功能与消费者心理紧密结合。因此，为了制定合适的品牌营销战略，生产商应充分了解大学生消费现状和大学生选择运动鞋行为的消费心理。本文主要围绕大学生的品牌消费心理、群体消费心理以及品牌忠诚对其运动鞋选择的具体影响开展研究，采用问卷调查法和描述分析法，以大学生为研究对象来分析影响其购买运动鞋的消费心理因素。研究发现：品牌消费心理、群体消费心理对大学生运动鞋选择具有正向影响，而品牌忠诚具有双方面影响。在此基础上，尝试为运动鞋生产商提出行之有效的合理营销建议。
毕业论文关键词: 消费者心理 品牌选择 运动鞋 大学生
Contents
Abstract i
摘 要 iii
Contents iv
Chapter One Introduction 1
1.1 Background of the research 1
1.2 Significance of the research 2
1.3 The overall structure of the paper 3
Chapter Two Literature review 4
2.1 Consumer psychology of brand 4
2.2 Group consumer psychology 5
2.3 Consumers’ brand loyalty 6
2.4 The related research on consumer psychology 6
Chapter Three Methodology 10
3.1 Research questions 10
3.2 Subjects of the research 10
3.3 The research methods 11
3.4 Data collection 11
Chapter Four Result and Discussion 12
4.1 Result and discussion of the questionnaire 12
4.2 Discussion on research questions 16
Chapter Five Conclusion 19
5.1 Major findings 19
5.2 Limitations and recommendations for future research 20