Jilin University of Finance and Economics - Consumer Research on Regional Brand Image Recognition
Company overview
The Yatai School of Business Administration is part of Jilin University of Finance and Economics and is an academic institution specializing in management, marketing, and business enterprise research. The school aims to serve regional economic development and promote local brand building, actively conducting applied and targeted market research and strategic consulting projects. Leveraging the strong academic resources and research capabilities of Jilin University of Finance and Economics, the school has extensive expertise in areas such as regional branding, consumer behavior, and brand communication.
Research background
In the context of globalization and concurrent regional economic development, regional brands have increasingly become key indicators of regional economic competitiveness. Products from different regions naturally carry a "place-of-origin impression" due to factors such as local culture and resource endowments, which influence consumer perceptions and purchasing intentions. Certain regional products in China—such as Inner Mongolia milk, Guangdong appliances, Jilin ginseng, and Jingdezhen ceramics—have already developed distinct regional brand identities. This study aims to examine, from a consumer perspective, the role of regional concepts in actual purchasing behavior, particularly in high-recognition product categories, to support strategic planning for regional brand development in Jilin Province.
Research scope
In June 2015, CEIDEA Research was commissioned by the Yatai School of Business Administration at Jilin University of Finance and Economics to conduct a qualitative focus group study on the topic of 'the impact of regional brands on consumer purchasing behavior.' The study targeted consumers in Beijing who had purchased milk, appliances, ginseng, and ceramics. Research participants included groups such as young white-collar professionals, middle-aged housewives, high-end collectors, and health and wellness enthusiasts. The study employed small-group focus discussions, exploring dimensions such as consumers' impressions of products from different regions, the relative weight of 'regional attributes' in purchase decisions, the trust and associations generated by regional brand identities, and differences in perception among various regional brands.
Expected outcomes
The study is expected to reveal the underlying logic behind consumers' brand recognition, purchase motivations, and preference structures when encountering products with distinct regional characteristics, and to clarify the intrinsic relationship between regional image and consumer willingness to purchase. The final report will provide professional data support and theoretical guidance for the client in areas such as regional brand strategy, communication pathway design, and product endorsement development, thereby supporting scientific planning and effective promotion of Jilin's regional brands. This will enhance the market competitiveness and brand value of distinctive regional products. Institution Overview The Yatai School of Business Administration is part of Jilin University of Finance and Economics and is an academic institution specializing in management, marketing, and business enterprise research. The school aims to serve regional economic development and promote local brand building, actively conducting applied and targeted market research and strategic consulting projects. Leveraging the strong academic resources and research capabilities of Jilin University of Finance and Economics, the school has extensive expertise in areas such as regional branding, consumer behavior, and brand communication. Research Background In the context of globalization and concurrent regional economic development, regional brands have increasingly become key indicators of regional economic competitiveness. Products from different regions naturally carry a "place-of-origin impression" due to factors such as local culture and resource endowments, which influence consumer perceptions and purchasing intentions. Certain regional products in China—such as Inner Mongolia milk, Guangdong appliances, Jilin ginseng, and Jingdezhen ceramics—have already developed distinct regional brand identities. This study aims to examine, from a consumer perspective, the role of regional concepts in actual purchasing behavior, particularly in high-recognition product categories, to support strategic planning for regional brand development in Jilin Province. Research Content In June 2015, CEIDEA Research was commissioned by the Yatai School of Business Administration at Jilin University of Finance and Economics to conduct a qualitative focus group study on the topic of 'the impact of regional brands on consumer purchasing behavior.' The study targeted consumers in Beijing who had purchased milk, appliances, ginseng, and ceramics. Research participants included groups such as young white-collar professionals, middle-aged housewives, high-end collectors, and health and wellness enthusiasts. The study employed small-group focus discussions, exploring dimensions such as consumers' impressions of products from different regions, the relative weight of 'regional attributes' in purchase decisions, the trust and associations generated by regional brand identities, and differences in perception among various regional brands. Expected Outcomes The study is expected to reveal the underlying logic behind consumers' brand recognition, purchase motivations, and preference structures when encountering products with distinct regional characteristics, and to clarify the intrinsic relationship between regional image and consumer willingness to purchase. The final report will provide professional data support and theoretical guidance for the client in areas such as regional brand strategy, communication pathway design, and product endorsement development, thereby supporting scientific planning and effective promotion of Jilin's regional brands. This will enhance the market competitiveness and brand value of distinctive regional products.
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