Analysis on Brand Preference of Chinese Traditional Patent Medicine and Its Influencing Factors

摘要

In order to understand whether consumers have preference for Chinese traditional patent medicine brands and what factors affect the formation of brand preference, the authors conducted a questionnaire survey and used SPSS and Excel to analyze the results. The results show that most consumers have brand preference for Chinese traditional patent medicine brands, and there exists a gradual process from brand contact, brand cognition, and brand image, to brand preference. In this process, the above-mentioned links influence each other, thus promoting the formation of consumers' preference for Chinese traditional patent medicine brands.