福州市消费者茶油购买行为实证分析

通过对福州市居民的问卷调查,首先对福州消费者在茶油品牌和价格方面上的认识进行差异性比较,然后运用计量模型对茶油购买行为影响因素进行实证分析,结果表明:茶油购买行为的影响因素包括消费者年龄、受教育程度和对茶油品质的了解三个因素;根据实证结果得出积极对消费者进行茶油的宣传对茶油购买具有较大的影响,并提出:明确消费群体,具体市场细分、提高消费者认知程度拓宽销售渠道,加大茶油宣传力度提升茶油品质和性价比、开展茶油精细化和实行品牌化产品策略以及加大认证、引导标准加强监管等相关建议。

The Empirical Analysis of Tea Oil Purchase Behavior by Fuzhou Consumers

According to the field research on the residents of Fuzhou,the paper carry out a difference comparison on the awareness of Fuzhou consumers in terms of the tea oil brands and prices and then utilize the measurement model to do an empirical analysis on the influence factors of the tea oil purchasing behavior. The main conclusion is that the influence factors of the tea oil purchasing behavior include the age and education background of consumers and whether they have known tea oil. To promote the demand of tea oil,the measures have been put forward,making clear the specific market segments as per consumer groups,improving the awareness of consumers & expand the sales channels,enhancing the tea oil propaganda & improve the quality and cost performance of tea oil,carrying out tea oil refining and implement the strategy of product branding and highlighting the authentication,leading to standardization and strengthen supervision and so on.