烟台市消费者葡萄酒购买行为调查与分析

Investigation and analysis of consumers'purchase behavior of wine products in Yantai

为了解消费者对葡萄酒产品的购买情况,选取烟台市不同地区、年龄、收入、学历、职业的消费者进行问卷调查,对其购买行为进行分析。问卷调查围绕消费者的购买频率、场所、动机以及影响消费者购买的因素等展开设计。结果显示,烟台市消费者目前对葡萄酒文化知识了解不多,饮用率较低,购买力不强,品牌、口感、性价比、包装、产地等成为影响消费者购买的主要因素。该结果可为企业开发新产品、产品定价以及后期的营销推广、品牌宣传等提供依据。

In order to understand the situation of consumers'purchase of wine products,consumers from different regions,ages,incomes,educational backgrounds and occupations in Yantai were selected for questionnaire survey,and their purchase behaviors were analyzed.The questionnaire survey was designed around consumers'purchase frequency,place,motivation and factors influencing.It was known that Yantai consumers did not know much about wine culture knowledge,drinking wine rate was low,and purchasing power was not strong.Wine brand,taste,cost performance,packaging and the origin of wine were the factors influencing consumers'purchase.The survey results could provide the basis for the development of new products,product pricing,marketing promotion and brand promotion.