家庭异质性因素对城市家庭茶油购买行为的影响

Heterogeneous Factors from Family Effect Tea Oil Purchase Behavior of City Residents

利用实地调查数据,通过独立T检验、方差分析、Scheffe多重比较方法检验家庭异质性因素对城市家庭茶油购买行为的影响。研究结果显示:家中是否有60及以上的老人、家庭主要采购者的受教育程度、家庭人口数、家庭成员是否有过重大疾病在茶油购买行为上并未表现出显著差异,而在家中是否有12岁以下儿童、家庭主要采购者的年龄、家庭主要采购者的性别、家庭年收入、家庭类型5个指标上都表现出显著性差异。基于上述结论,本研究认为相关企业的管理者应锁定多代家庭为目标群体并实施针对性的营销计划和倾斜方案及应重视女性和30~50岁群体在家庭购买中的角色和作用等启示。

⑴Background——Social basis and demographic characteristics of tea oil(Camellia oleifera Abel.)purchasing,tea oil is one of the main woody plants edible oil,has caused wide concern in scholars.Current research results about tea oil purchasing still lack of representation and persuasion.Tea oil is usually purchased by households like as other oils,but in a long time few research paid attention to the impact of family heterogeneity on tea oil purchase behavior.⑵Methods——Independent-sample T-test,variance analysis and Scheffe multiple comparison procedure were adopted to analyze the data of field survey.The data was collected from household questionnaire surveys on tea oil purchase behavior in Guangzhou,Changsha and Fuzhou by the research group which following the significant research subject'Demand and Supply Change Investigation on Main Woody Grain and Oil'issued by State Forestry Administration in 2015.Restricted by various factors,the research group has to select Changsha,Fuzhou and Guangzhou 3 city from 14 provinces to carry out household surveys on tea oil purchase behavior.⑶Results——Analyzing the effect of heterogeneous factors from family on tea oil purchase behavior,the results suggest that 4 factors as number of family members,severe illness history,whether there are 60 or above elderly people in the family and the education level of the main purchasers in the family have no obvious difference in tea oil purchase behavior;and 5 factors as whether there are children under 12 years old in the family,the age of family purchaser,gender of family purchaser,family income and family types have significant difference in tea oil purchase behavior.The method of Scheffe multiple comparison procedure was used to further analyze the effect of heterogeneous factors from family on tea oil purchase behavior.The results show that there is significant difference between gender and purchase behavior.Women were more likely to choose tea oil than men.The reason for this phenomena is probably that women are mainly responsible for the daily life in Chinese family,they would spend more time in collecting food information,pay more attention to the price of oil and the nutrition level,makes women more likely to choose to tea oil.The mean value of oil consumption in residents of different ages was a inverted U-shaped distribution where groups of 31 to 40 years old and 41 to 50 years old more favored tea oil.The principal reason for this phenomena is that the group of 31-50 years old is the groups of highest income,and most of them have children that they would more concern about their children's health.Family type showed significant differences in tea oil purchasing.The ratio of multi-generation family in tea oil purchasing was significantly higher than families of three,families of two and those living alone.Compared with residents with higher income,families with per capita annual income less than 5 000 yuan and between 5 000yuan and 10 000 yuan were less likely to buy tea oil.⑷Conclusions and Discussions——Tea oil purchasing behavior shows family feature with obvious Chinese characteristics.To master these family feature would help tea oil relevant enterprises to develop and carry out marketing strategy,publicity and education to families especially focusing on multi-generation families.Because multi-generation families pays great attention to their children’s health,and their strong purchasing ability were strong,so they were the main group of tea oil purchasing.Relevant business management should implement targeted marketing plan and support.Moreover,women as well as the group of 30 to 50 years old should not be neglected.