The Study on Consumers’ Purchasing Intention Factors to Extension Products
|Keywords||Brand Extension Extension Products Affecting fact|
Brand extension, one of the brand strategies, has been increasingly employed by the Chineseenterprises. But the extension products that appear in the strategy just like a coin that has two sides.If the extension products win the approval from the consumers, they can benefit the enterprises; ifnot, it will have a chain effect to threat the other extension products, even the core products. Theenterprises realize that they will pay the painful cost if they always summarize the experience anddraw up lessons from the practice. Therefore, it is of significance to study on the factors that haveimpact on the purchasing intension of the extension products. In this way, it can make theenterprise to realize how consumers evaluate the brand extension strategy of the enterprises andpropose the advice to improve the management decision-making.The thesis mainly use the documentary research and empirical research method. On the basisof the research findings of brand extension performance at home and abroad, the thesis finds theseveral factors that affect consumers’ purchasing intension on the extension products and analyzesthe measure indicators and at last build an affecting factors theoretical model. The thesis,combining the models and the study purpose, proposes five hypothesizes, with the mobile phoneindustry as the study industry, with Lenovo Desktop and Laptop as the original product, withLenovo Mobile Phone as extension product, with consumers as the study subjects. Throughquestionnaires, the thesis has made statistic analysis with the SPSS software to analyze thecollected data to prove the adaptability of the empirical models and concluded the study conclusionat last.Through this research, the author obtained the evaluation of differences about the factors ofcorporate image the parent brand extension product and marketing information, when differentgender age occupation and education level of consumer purchase the Lenovo Mobile Phone. Andthen, has a brief discuss about the reason of causing the differences, put forward some marketingsuggestion.Not only hopes to provide reference and feasible advice for the related enterprises whenthey implement brand decision-making and marketing strategies for the augmented products, butalso hopes through writing thesis to lay new theoretical basis and thinking path for the study on the extension products.