普洱茶消费者市场调查与分析——以昆明为例

Market Investigation and Analysis of Pu-erh Tea Consumers——A Case of Kunming

采用随机抽样问卷调查法和实地走访调查法,以昆明市高校学生、社区居民和普洱茶经销店为调查对象,对普洱茶消费市场情况、消费观念等方面进行调查,分析消费者个人对普洱茶的认知情况、饮茶目的及购买普洱茶考虑的因素等。结果表明,调查对象中消费普洱茶受到性别、受教育程度、家庭月收入情况的影响显著,获得普洱茶的相关知识主要通过亲朋好友。同时,普洱茶消费以普洱饼茶为主,过度重视品牌,缺乏对普洱茶的品质鉴别以及保健作用的相关知识。该调查为引导消费者理性消费普洱茶提供依据,有利于推广普洱茶的相关知识,提升茶叶品质,从而进一步推动云南省普洱茶产业的发展。

Using random sampling questionnaire survey and field visits survey method, with the investigation of students, community residents and Pu-erh tea shops in Kunming, consumption of tea market, consumer attitudes and other aspects were investigated to analyze consumer aware- ness of Pu-erh tea, tea drinking purpose and the purchase of Pu-er tea consider factors. The results showed that the consumption of Pu-erh tea was significantly affected by gender, educational level and household income, and the knowledge of Pu-erh tea was mainly through friends and family. At the same time, Pu-erh tea consumption to cake-based tea, excessive emphasis on the brand, the lack of quality identification of Pu-erh tea and health care-related knowledge. The investigation will provide the basis for rational consumption of Pu-erh tea, promote the knowledge of Pu-erh tea and improve the quality of tea, so as to further promote the development of Pu-erh tea industry in Yunnan Province.