The Mechanism for the Formation and Function of Category Personality

Because the current methods to classify products fail to reflect the differences in consumers' demands for product categories and can not guide the marketing practice well enough.A brand-new concept-category personality-is therefore,put forward.The present research,by way of a logical analysis of the elements influencing the formation of category personality and of category personality's role of exercising an impact on brand-name's personality and their dissemination so as to put forth a structural model to be used to explain the formation of category personality and the category's functioning mechanism..Our research indicates that such 3 factors as the type of consumer need,products' physical form and products' life cycle will influence the formation of category personality,which can be described on the dimension of brand-names' personality category.In this process the choice of category personality,brand-names' personality and the designing of the dissemination of the brand-names play a guiding role.