安康富硒茶消费特征及意愿调查

Investigation on Consumption Characteristics and Willingness of Ankang Se-enriched Tea

为安康富硒茶的发展提供参考依据,采用发放调查问卷的方法,对消费者进行安康富硒茶的价格、包装、售后评价、品牌文化了解程度、保健功效了解程度、品牌价值认可度、品牌营销满意度等内容的调查。结果表明:消费群体对安康富硒茶的味道评分最高,价格、售后、色泽、香味的评分居中,包装评分最低;不同年龄的消费群体对安康富硒茶的送礼意愿评分随年龄的增加而增加,对味道和品牌文化评分随年龄的增加而降低;不同收入的消费群体对富硒茶的送礼意愿、香味评价、味道评价、品牌文化了解程度的评分均随收入增加而增加。建议安康富硒茶除保持清茶特色外,可根据消费者的需求、收入和习惯开发出具有针对性、创新性的产品,同时依托互联网、助农扶贫、直播带货等方式抢占市场份额,打破产业发展桎梏。

The consumer to price,package,after-sale evaluation,brand culture understanding,health efficacy understanding,brand value recognition,brand marketing satisfaction and other contents of Ankang Se-enriched tea are investigated by issuing questionnaire method to provide a reference for development of Ankang Se-enriched tea.Result:The taste score of consumer to Ankang Se-enriched tea is the highest,the score of price,after-sale,color and aroma is at a moderate level and the package gets the lowest score.The gifting willingness score of consumers with different ages to Ankang Se-enriched tea increases with increase of age.The taste and brand culture score decreases with increase of age.The score of consumers with different income to gifting willingness,aroma evaluation,taste evaluation,brand culture understanding of Se-enriched tea increases with increase of income.It is suggested that Ankang Se-enriched tea can develop specific and innovative product according to consumers’demand,income and habit in addition to keeping characteristics of green tea,meanwhile it can seize market share relying on internet,helping farmers to get rid of poverty and living-broadcast with the goods to break industrial development constraint.