|
China's second largest citrus fruit, their acreage and production have been among the first in the world, the cultivation area in southern China, involved in the the employment most populous fruit trees, has become the main producing areas, the main source of farmers' income, rural economic development in China occupies a very important position, is a pillar industry of regional economic development and new rural construction, an important contribution to the national economy and social development. However, the Chinese citrus acreage and production rapidly increased at the same time, per capita consumption has been stagnant. 2007 per capita consumption of citrus fruit 10.5kg, compared with the world average per capita the citrus consumption level 17.7kg, developed countries per capita consumption of 60-100kg, citrus consumption in China is obviously insufficient. Overall status of the citrus industry in China is a low level of consumption, the supply relatively strong supply and demand imbalance, seriously affected the development of the citrus industry. Based on the domestic market, the establishment of the the huge citrus consumer market to support the citrus industry, to boost domestic citrus consumption become a pressing issue. This crucial step is to fully understand the the Chinese residents citrus consumption habits and psychological analysis of consumer behavior characteristics to identify factors affecting the consumption of citrus, citrus production and operation can be targeted policies in the industry in order to plan and then move . Therefore, the study of consumer citrus characteristics of consumer behavior will undoubtedly have important theoretical and practical significance. In many domestic and foreign research based on the application of theory of consumer behavior, consumer decision-making theory and lifestyle theory, combined with the principle of economics, agricultural economics, learn from at home and abroad about consumer behavior more generic A10 table of indicators, combined with the Chinese people's consumption habits and circumstances, the design of the questionnaire and ask hypothetical research, carry out questionnaires Wuhan City, Hubei Province, three different cities residential consumers, the citrus consumer behavior research. In the analysis method, the first statistical analysis of the questionnaire obtained basic consumer consumption characteristics. Using principal component analysis, lifestyle variables to the orthogonal axis maximum variance factor analysis, cluster analysis on the basis of the factor scores, divide consumers into different types of consumer groups, the final validation study assumptions, summarize summarized the various consumer groups, consumer characteristics. The conclusion of the study showed that citrus consumers pay more attention to the quality of life and health, consider the price factor is not the purchase of the main factors, they buy more consideration nutrition, fresh, tastes and personal habits, place of purchase to farmers markets and individual traders based. Consumption patterns is a single, low-end narrow channels of information. Lack of brand awareness, most consumers are not following the citrus brand, but you want the quality of citrus in the aura of the brand protection and are willing to pay a certain amount of premium brand. Consumers know much about the nutritional value of citrus, the citrus lack of knowledge. Get the citrus product information channel single asymmetric information, the process of consumption, consumers lack the initiative to understand the consciousness of citrus knowledge, production and operation of publicity citrus knowledge is not enough, of citrus per capita consumption capacity has not increased noticeably. The citrus consumers into three categories: economical and practical; experience fresh, advocating quality type. Three types of consumer groups in age, education, occupation, purchase frequency, place of purchase, the brand concerned, willingness to pay a premium brand, there are significant differences in the packaging attitude identity and information channels. Production operators to develop appropriate marketing strategies for different types of consumer groups, to meet consumer demand.
|