The Influence of Consumer Motivation on Satisfaction in the Field of Co-branding - Take Food Brands for Example

Shijiazhuang University

^* Corresponding author: tzm1284952415@163.com

Abstract

Following the development of co-branding and the emergence of the co-branded product boom, many consumers are choosing to buy their favorite co-branded products. Among them, co-branded food products occupy a large share of the market. However, the rapid development of co-branded products has also given rise to many problems, such as the mismatched positioning of the two co-branded enterprises and the poor quality of their products, all of which seriously affect consumers' purchase motivation and satisfaction as well as the development of the co-branded enterprises. Against this background, this paper presents a quantitative analysis of consumer motivation, purchasing psychology and satisfaction, and reviews three aspects of co-branded food purchasing motivation, satisfaction analysis, and ways to improve consumer satisfaction. This paper reflects the research findings in this field, the reality and the problems to be addressed. Taking co-branded food products as an example, this paper analyzes the relevant factors affecting consumer motivation and satisfaction of co-branded food products by studying theories related to co-branding model, consumer motivation and satisfaction, and combining the results of questionnaire research with relevant theories and charts. It also proposes systematic suggestions for raising consumer motivation and satisfaction to help enterprises stand out in the face of fierce competition.