绍兴城乡居民茶叶消费行为调查与分析

Investigation of Tea Consumption Characteristics among Shaoxing Residents

为了解绍兴市城乡居民茶叶消费行为特点和市场需求特征,通过网络问卷的方式对绍兴居民开展抽样调查,从茶叶需求、购买行为和消费认知等方面分析影响居民茶叶消费的主要因素。结果表明,绍兴居民茶叶消费比例较高,茶类喜好偏好绿茶,消费产品呈现多样化特点,且对茶叶衍生产品兴趣浓厚;女性、19~29岁的年轻群体和农村地区的茶叶消费潜力巨大,保健功效、口味和习惯是居民饮茶的最主要原因;大多数消费者通过亲人、朋友等推荐,在品牌专卖店、产地市场等线下渠道购买茶叶;在茶品选择上更注重茶叶品质和口感,有明显的本地偏好;但茶叶品质难以辨别是消费过程中的最大的困惑。因此,应从创新发展、提高品质、加大宣传普及等方面着手促进居民茶叶消费。

An online survey facing Shaoxing residents was carried out to investigate main factors that affect the tea consumption pattern and market demand.The survey results show that Shaoxing residents had a relatively high proportion of tea consumption,with the strong preference to the green tea.It could also be seen that the consumers show strong interests in a diversity of tea products,even the derivative products.Besides,females,or youth population aged 19 to 29,or the people who live in rural areas had the great potential in tea consumption.Moreover,Homes and offices were the most popular drinking places.The main reasons for consumers to drink tea were keeping healthy,tastes,and the personal habits.Regarding the purchase channels,most of them were from brand stores or origin markets through recommendations from relatives and friends.In addition,the quality and taste of the local tea products were the most significant factors for tea sale.In regards to the people who don't choose to drink tea,the main concerns included the negative effects on sleeping,bitter tastes or hard to distinguish the tea quality and so on.Therefore,in order to promote tea consumption,we must adhere to innovation and development,focus on quality improvement,and accelerate publicity and popularization.