果汁饮料消费偏好及其影响因素分析——基于对西安市369名消费者的调查与分析

An Analysis on Consumer Preference of Fruit Beverages and Influencing Factors Based on a 369-consumer Survey in Xi'an

基于对西安市369名消费者调查获取的微观数据,应用因子分析和Probit排序选择模型分析了果汁饮料的消费者偏好及其影响因素。研究结果表明:果汁饮料的广告效应、价格、便利性对消费者的消费偏好影响显著;另外,消费者个人社会经济因素中的收入水平和受教育水平对消费偏好影响显著。

Based on the micro-data obtained in a 369-consumer survey in Xi＇an, the consumer preference of fruit beverages and influencing factors were analyzed using the factor analysis and Probit ordered choice model. The results showed that beverage advertising, price and convenience significantly influence the consumer preference. Furthermore, among consumers＇ individual socio-economic factors, income and education level influence it greatly.