Research on the influence of preference change on market demand from the perspective of consumer behavior theory

From the perspective of consumer behavior theory, this article brings to the market demand to changes in consumer preferences, the influence of the after reviewed the development of consumer behavior theory and core concepts focus on the personal factors influencing consumer preferences, social factors, cultural factors and psychological factors, Then delve into consumer preferences change in brand preference, price sensitivity, the dynamic change and product attribute preference, on this basis to build a theoretical model to explain individual consumer preferences change through affecting purchase decision role to the process of the overall market demand, Through case analysis and empirical research, it is verified that the change of consumer preference has a significant impact on the market demand and reveals its transmission mechanism. The results show that the change of consumer preference not only directly affects the market demand of a single product or category, but also may trigger a chain reaction to promote the adjustment of relevant industrial chain and market structure. To address consumer preferences change at the end of the paper discusses enterprise demand fluctuations caused by market and make product innovation, market segmentation, brand building strategy advice, this research conclusion to the enterprise marketing strategy, government consumption policy has reference value and can provide new way for follow-up study.