居民消费品购买地点的选择及其特征识别——以武汉市居民蔬菜消费调查为例

Analyzing influential Factors and Identifying Characters of Vegetables Buyer Cho osing Channels——A Case Study on Vegetable Consumption in Wuhan

基于消费行为理论和经验判断 ,一般来说 ,居民的收入、职业、年龄、心理等因素会影响其购买地点的选择。本文利用交叉列表、相关分析以及多重选择概率模型等方法 ,对武汉市居民蔬菜消费的调查数据进行实证分析 ,考察居民的个性特征与蔬菜购买地选择的相关关系 ,从实证的角度分析了“集市购买者”和“超市购买者”两种不同消费群体的个性特征 ,这些特征对于在农产品消费市场进行市场细分并识别居民的消费类群有着一定的积极意义。

This paper probes into the influencial factors o f how vegetable buyer to choose channels. According to the consumer behavior the ory and experience judgment, such factors as buyers' income, job, age, psychology, etc., will influence thei r choices of buying place. This paper utilizes the methods crosstabs, correlatio ns a nd probit model to analyze the character and difference of the “supermarket buy er” and “terminal-market buyer”. It is significant that findings on these cha racters will be significant to subdividing and identifying the customer group in the agricultural products market.