我国城镇居民果汁饮料消费行为及品牌特征分析

A Study on Consumption Behavior and Brand Characteristics of Juice in the Urban Areas of China

本文对我国城镇居民果汁饮料消费水平和消费群体特征进行了分析,重点剖析了果汁饮料消费的品牌特征,包括影响消费者选择某果汁饮料品牌的因素,消费者品牌偏好、消费者品牌满意度和忠诚度。结果表明我国城镇居民果汁饮料消费水平正在提高,不同性别、年龄、收入和文化程度人群的果汁饮料消费水平差别显著;果汁饮料消费具有较高的品牌满意度和忠诚度。

This paper analyzes the juice consumption behavior including consumpuon level, colony consumption characteristics and brand preference. It is indicated that the juice consumption in the urban area of China keeps increasing and people＇s consumption levels vary greatly with their gender,age.income and education background. It is also showed that juice consumers present rather high brand satisfaction and loyalty.