城镇居民购物承担者的特征及其营销策略研究

Study of the Urban Consumers and the Corresponding Marketing Strategies

调查分析居民购物承担者及其特征 ,这对厂商制定营销策略十分有用。通过对我国 1 4个城市的问卷调查 ,经过对收集到的 385 3份样本的统计分析 ,并借助于相关资料 ,研究了中国城镇居民家庭日常购物主要承担者的总体分布 ,以及在性别、年龄、职业、购买对象和地区间的不同特征 。

After analyzing 3853 samples from 14 cities in China, features of urban consumers in daily shopping such factors as genders, ages, careers and local regions are described. It is pointed out that consuming behaviors are affected by these factors. Corresponding strategies are presented based on the above analysis.