Eang Youhouy, Zhou Xiaohong
Abstract: Consumer preference is one of the main objects of enterprise marketing management research. Based on the consumer choice preference theory, this paper explores the correlation between brand impression and price on consumer choice preference from the perspective of consumers, and also uses culture as a moderator. Document analysis and experimental research are used as research methods. This research chooses three different mineral water to carry on the experiment, and chooses the university students as the research object. Three independent experiments were conducted and the results show that the influence of choice preference on price, brand impression and perceived quality and its internal mechanism have solved the problem of "the change of the influence of price, brand impression and perceived quality on consumers' choice preference under different cultural backgrounds". A variety of research methods are used to verify the theoretical assumptions in the paper, which increases the reliability and persuasion of the results.
Keywords: Consumer Choice Preference, Brand Impression, Price, Perceived Quality, Culture