促销对乳品消费影响的实证研究——以北京市为例

EMPIRICAL STUDIES OF SALES PROMOTION EFFECT ON DAIRY CONSUMPTION——A CASE OF BEIJING

促销是乳品企业扩大市场影响力的重要手段,也对居民乳品消费产生了重大影响.鉴于此,笔者调查了北京市居民对液态奶(包括高温灭菌奶、巴氏消毒奶和酸奶)促销的态度,并运用Logistic回归模型分析了促销对其产品购买意愿的影响.结果显示,特价对增加购买量和购买新产品的促销效果最为显著,经常冲动消费的人群最容易转换品牌和乳制品类型.

Promotions are important means for dairy enterprises to expand their market influences, and also have a significant impact on Chinese residents＇ dairy consumption. In view of this, a cosumer survey about the attitude of Beijing urban residents towards promotion of liquid milk （including the high-temperature sterilized milk, pasteurized milk and yogurt） was carried out. The logistic regression model is used to analyze the influence of willingness to buy dairy products on promotions. It is shown that promotions have the most significant effect on increasing the purchase amount and the purchase of new products, and that impulsive consumers are most likely to switch brands and dairy types.