北京城乡家庭鸡蛋购买行为特征分析

Behaviour feature analysis on egg purchase of the urban and rural families in Beijing

北京居民购买鸡蛋的频率高,年人均购买量较大.大约有四分之一的居民经常购买品牌鸡蛋.居民偏爱容量10～30枚的简易便携包装和减价折扣的促销方式.鸡蛋供应商应该依据不同的鸡蛋细分市场,采用差异化的产品、价格、渠道和促销策略,要加强对品牌鸡蛋内涵品质的宣传,提高市场认可度和忠诚度,同时要采取价格优惠,包装简易便携或精美等手段,促进品牌鸡蛋的销售.

Residents in Beijing have a high frequency on egg purchase with a large amount every year. About a quarter of the consumers prefer branded eggs with portable and simple package containing 10--30 eggs and the sales on promotion. Thus the egg suppliers should supply differentiated products with varying prices, sales channels and promotion strategies according to the market segmentation. And more attentions should be given to the propagating the quality of brand eggs to strengthen the mar- ket recognition and consumers＇ loyalty. At the same time, preferential prices, convenient and exquisite package should be used to boost the sales of brand eggs.