快速消费品重复购买意向影响因素的实证研究

本文基于IMI消费行为与生活形态统计年鉴的研究结果,运用联合分析对消费者进行快速消费品重复购买的影响因素进行了研究。然后从购买行为差异的角度通过聚类分析将消费者分成三类。最后对不同类型的消费者在背景信息和品牌认知情况两个方面的差异进行比较,并对研究结果的营销启示进行了讨论。

An Empirical Study on Consumers Repurchase Intension to FMCG

This paper examines consumer repurchase intension on Fast Moving Consumer Goods (FMCG) by using a conjoint analysis experiment,which is based on the result of the study in IMI Consumer Behaviors & Life Patterns Yearbook.Three distinct groups are identified in terms of the difference of the consumer buying behavior by using cluster analysis.Finally,profiles and the condition of the brand awareness among the three groups are compared,and the implications of the findings to the marketing strategy are discussed...