我国居民羊毛制品消费行为、偏好及评价分析

An Analysis on Consumer Behavior, Preference and Evaluation about Woolen Products of Chinese Residents

为能全面了解我国不同经济水平地区城乡居民羊毛制品消费状况,促进羊毛制品及其产业可持续发展,选取河北、山东等16个省市自治区543位城乡居民进行问卷调查,并对调研数据进行分析。首先对城乡居民羊毛制品购买数量变化、购买品牌、时间、地点等消费行为进行分析;其次分析消费者对羊毛制品的消费偏好,如材质、纤维含量、可接受价格等;最后分析消费者对目前羊毛制品市场价格、羊毛制品特性的满意程度,以及羊毛制品竞争优势、可替代程度的评价。

In order to understand urban and rural residents’ woolen products consumption in different areas and promote the sustainable development of woolen products industry, the paper makes a survey on 543 urban and rural residents in 16 provinces, such as Hebei and Shandong province, and then analyzes the collected data. Firstly, it analyses the consumer behavior about woolen products, including purchase quantity change, purchase brand, time and place, etc.; Secondly, it analyses the consumers preference about raw material, fiber content and acceptable price and so on; thirdly, it analyses consumers’ satisfaction degree of current market price and characteristics of woolen products, then the competitive edge and replacible degree of woolen products.