品牌偏好是怎样求得的？――基于结合分析的汽车品牌偏好属性研究

上海交通大学硕士学位论文品牌偏好是怎样求得的？——基于结合分析的汽车品牌偏好属性研究姓名：杨恒慧申请学位级别：硕士专业：企业管理指导教师：李乃和20060108vWTOviviiHOWTOKNOWTHECONSTRUCTIONOFBRANDPREFERENCEOFCONSUMERS:PREFERENCESTUDYONPASSENGER-CARBRANDATTRIBUTESBASEDONCONJOINTANALYSISABSTRACTSinceenteringWTO,Chinahasachievedremarkablegrowthofautomobileindustry.Salesvolumehasbeenkeptincreasing,whenprivatecar-consuminghasheldpredominantposition,insteadofpublic-consuming.Thesuper-rapidgrowthofautomobilemarketinChinaresultsintheever-increasingcompetition,moreandmoreautomobilemanufacturersenterthismarketwithlotsofmodelssupplied,asaresult,carpricehaskeptthedown-road.Fromalong-termviewpoint,competitionwouldfocusonbrand,andthetargetofbrandmanagingwouldeventuallybetomeetthecustomerdemandasmuchaspossible.Itisverysignificantforforecastingfutureauto-marketinChinatoresearchconsumers’brandpreferenceandtheconstructionofpreference.Basedontheconceptofbrandattributesandconjointanalysis,consumers’brandpreferenceisquantitativelyresearchedbymeansofde-compositionlogicofconjointanalysis.Thisresearchisdividedintotwo(2)parts:Consumers’perceptionofvariousattributesontheseveralpassenger-carbrandsfromcurrentmarketisresearchedinStudyI.Multi-dimensionalScaling(MDS)andFactorAnalysisareadoptedinStudyI,inordertoexaminethecorrelationbetweenattributesvariables,meanwhilethecurrentauto-marketcompetitivestatuscanbeshownonviiithePerceptualPositioningMap.OnthebasisofStudyI,consumers’individualpreferenceonEACHbrandattributebytermsofrelativeimportanceandpart-worth,isresearchedwithConjointAnalysis.Followingconjointanalysis,clusteranalysisisadoptedforclassifyingrespondents,whereconsumerswithsimilarpreferencecanbesegmented.Finally,consumers’characteristicandreasonsforpreferenceareexploringlyresearchedbyotherstatisticalmethod.Mostofdatainthestudycamefromquestionnairesurvey.Theperceptualpositioningmapsforbrandsofcurrentmarketaredrawnthroughattributespositioningandfactoranalysis,anditisfoundthatmanyattributesarepositivelycorrelatedintheconsumers’mind,includingsafety,sporty,comfortable,roomy,etc.Fromconjointanalysis,individualpreference(relativeimportanceandpart-worth)onvariousattributesisanalyzed.Ourresearchshowsthatattributesofeconomyandoriginofbrandarethemostimportantforconsumers’brandchoice,thenaresafetyandsporty,externalattractivenessandpricetaketheleastimportance.Majorityofrespondentsprefersthebrandwithhigherprice,whilemostofrespondentshavenegativeutilityforJapanbrand.Byclusteranalysis,allofrespondentscanbeclassifiedintothreegroups:luxury,functional,practical.Thesubjectiveknowledgewithcarorauto-marketandcompanybackgroundholdsomecorrelationswithrespondent’spreference.Marriedrespondentshavemorerationalpreferenceattitudeonsomebrandattributesthansingles.KEYWORDSconjointanalysis,brandpreference,brandattributes,clusteranalysisiiiii1WTO2002110.22003197.1675.28%200422513.7%200525020061620041-1075%[1]2021[2]25-40[3]2003(Passengercar)WTO2[4]20023MPVSUV()MPVMulti-PurposeVehicle,GL8SUVSportUtilityVehicle,SUVMPV2004225SUV15.7MPV10.7251.416.111.63.5MPV1[5]1SUVMPVQQ,A8232003[6]2005702004103200220032004[7]()()4FactorAnalysis(ConjointAnalysis)5/III6(Brand)[26][8]71931·1955·B··(BurleighB.GardnerSidneyJ.Levy)1963·(DaVidOgilvy)1971RiesTrout(:22)KellerAaker80“”“”80·A·(Aaker)5(BrandLoyalty)(BrandAwareness)(PerceivedBrandQuality)(BrandAssociation)InterbrandFinanceWorldAaker1991Keller199320028QUMuΔΔ=2.1⋅⋅⋅⋅⋅⋅===⋅⋅⋅+⋅+•BBAABBAAPMUPMUIQPQP2.22.3:ABPAPBQAQBABIMUA,MUB9AB(2.2)(2.3)[27]nCCiUiC∑iUGivonGivonLattirrMcAlister[9]MotivationR.Woodworth191810[13]McGuire(1987)12(2003)[10][10]RajuetaRobert(1995)[28][11]112050Evans63%[29][14][31]BMW[12]Vinson,ScottLamont[32]12utilitarianneeds/AlexandruArvind(2000)[33]JoffreSwaitJordanLouviere(2002)[34]13Walkman():[16]word-of-mouthKatzLazarsfeld247[35]Herr,KardesKim[36]14?.123456(l)(2)(3)(4)(5)(6)12152.1Table2.1Decision-makingMatrixhigh-involvementcomplexdecisionmakingCelsiOlson[37]GenschJavalgi47%15%[38]1234GreenleafLehmann[39]16[17]EngelandBlackwell199317BrandHierarchy,GL2.5V612()3()4(LE1.6AT)IndividualBrand3.1183.1Figure3.1AutomobileBrandHierarchy(GeneralMotor,Shanghai)123[40][41]SRXCTSXLRGL81990%Email92752557I4276%24IMBA250II,(Multi-dimensionScaling)3.21///23453.2203.23.2Figure3.2PerceptualPositioningMapforCosmeticBrand921,Green1975[48]1022II//ConjointAnalysis1964LuceLukey1971GreenRao102025(overallevaluations),(decomposition)preferenceconstructionØØØØØ123243=64ØØØ[53][54][55]ØØ/ØØ/Ø1242Stimula6Wittink(1989)3572—336DiscreteConjointAnalysisRegularConjointAnalysis101[42]2HybridConjointAnalysis[43]3AdaptiveConjointAnalysis[44]4Full-profile6Green,19845nonmetricmetric202511006lgoodness-of-fitR2l—testretestreliabilityl78/26dummy-variableOLSU(X)= ∑∑==MIKJijijiXW113.1U(X)=Wij=iii=12MjKi=iM=1ijXij=0IiIi={max(Wij)-min(Wij)}3.2IYiYi=∑=MiiiII127∑=miiY1=13.1dummyvariableregressionkiki-1,ØØ,,,1,2,,,maximum28utilityshareofutilitylogitØØØØ1651I/IIEmailEmail123EmailLevy,Webster,Kerin,1983292ØEmailØClosedQuestion(Categorical)Ø(Branching)(Tree)(Funneling)1a31b6[18]ØIItrade-offWittink,Cattin,1989Østimuluspresentation1verbaldescr