An Empirical Study on the Relationship between Demographic Characteristics and the Influencing Factors of Brand Sensitivity

摘要

Brand consumption has developed into a kind of culture accepted by more and more consumers.The study on the consumer brand sensitivity behavior can provide guidance to the brand marketing of enterprises.The consumer brand sensitivity behavior is affected by some factors,which will vary from different demographic characteristics.In this paper,the author explores the relationship between demographic characteristics and the influencing factors of consumer brand sensitivity with the empirical study.The result of variance analysis indicates that the differences between the factors of different socio-subgroup are obvious.