家电消费者知觉风险的研究——以苏州市消费者为例

On the Electrical Applicances Consumers' Perception of Risk——A Case Study of Suzhou Consumers

现代营销的出发点是消费者,因此,研究消费者行为,准确把握我国消费者的购买心理,具有非常现实的意义。通过对苏州的家电消费者进行问卷调查,利用SPSS软件进行数据分析,发现人口统计变量对消费者的知觉风险有一定的影响,在此基础上提出了家电企业必须重视产品的基本功能及可靠性,重视细分市场以及使用副品牌等策略。

Since the starting point of modern marketing is consumers, it is of great practical significance to study consumers＇ behavior and understand their purchasing psychology. The present study surveyed Suzhou consumers with questionnaires, analyzed the data with SPSS and found out that demographic variants affect consumers＇ perception of risk. Based on the findings , the author suggests that the household electric appliances manufacturers should pay great attention to the basic functions of products and reliability, and to market segmentation, and to the use of vice-brand.