YOUNG AND MIDDLE-AGED ADULTS' AWARENESS OF DOMESTIC BRANDS AND THEIR CONSUMPTION INTENTIONS

Abstract

As cultural confidence and appeal within China's consumer market grow, the Z-generation consumer group has rapidly emerged. New consumption models centered on digital consumption and confidence-driven spending continue to expand, observing and attracting consumers to purchase domestic brands. Domestic brands are developing rapidly, and the consumer market is continuously expanding. This study aims to explore the understanding and consumption intentions of domestic brands among young and middle-aged adults in Shandong Province. Through a questionnaire survey targeting young and middle-aged individuals in Shandong Province across different age groups, genders, occupations, and income levels, data was collected regarding their awareness, usage patterns, and future outlook toward domestic brands. This information provides insights into the current domestic brand market. The study addresses six key research questions and offers recommendations for the future development of domestic brands. After validating the questionnaire's reliability and validity and completing both online and offline surveys, the collected data was analyzed using cross-tabulation, one-way ANOVA, clustering analysis, and linear regression models. The primary objectives are to assess the consumption willingness and satisfaction levels of Shandong's young and middle-aged population toward domestic brands, propose substantive recommendations for the future development of domestic brands, enhance consumer confidence in domestic brands, and contribute to the vigorous growth of the domestic market and industry, thereby sustaining the momentum of the domestic brand trend.