Under the context of globalization, the brand is the primary factor influencing consumer decisions. Issue: Under the trend of globalization, is the brand the prior factor influencing consumers’ purchasing decisions? MIS: 1. In the early period of human civilization, barter is the major way of trading. However, with the development of human society, the use of currency was invented and the concept of financial market becoming the main trading market. Under the context of modern culture, human civilization has completely departed from the category of pure demand for material and barter, consumer has begun to pay more attention on the additional intrinsic value that commodities provided. 2. Today’s products are produced not only with their own value as material but also with the potential values such as cultural and content which endued by its brand. CA： The essence of consuming behavior is pursuing the quality of product itself rather than other content, but the idea is completely wrong, there are two reasons. 1. Today, there are too many substitutions, and if firm does not have a brand will causing badly marketing. Therefore, even if the product is of good quality, it will not be able to survive in the rapid paced market competition. 2. Consumption in nowadays is not limited to the product itself. Everyone is labelled by class level, circles, etc. Thus, the product choices cannot only focus on product’s quality. Their consumption behavior will be widely reported when celebrities and rich people consume affordable goods, because this kind of consumption behavior that focuses solely on quality, against today’s perception of consumption concept.
