基于年龄变量分组的保健酒消费行为差异研究

Study on Differences in Consumption Behavior of Healthcare Liqueur among Consumers of Different Age Groups

为了比较不同年龄段消费者保健酒消费行为的差异,本研究针对山东省内饮用过保健酒的城镇居民展开问卷调查,具体内容包括消费者性别、年龄等个人特征变量及消费者保健酒文化认知情况、饮用频率、单次饮用量、饮用时间、饮用评价等信息,共取得有效样本630个。根据所得数据,将样本消费者按照年龄变量分成5组,进行消费行为差异分析。结果表明,不同年龄段的消费者在保健酒文化认知水平、饮用频率、单次饮用量、饮用时间、饮用评价等方面存在显著差异,且随着年龄的增长,消费者保健酒消费行为特征变量呈递增趋势。

In order to compare the differences in the consumption behavior of healthcare liqueur among consumers of different age groups,we carried out questionnaire survey on urban residents in Shandong Province.The questionnaire included personal characteristic variables such as gender and age,as well as consumers’cultural cognition of healthcare liqueur,drinking frequency,drinking amount,drinking time,drinking evaluation,etc.A total of 630 valid samples were obtained.According to the obtained data,the sample consumers were divided into 5 age groups,and the differences in their consumption behavior were analyzed.The results showed that there were significant differences in cultural cognition level,drinking frequency,drinking amount,drinking time and drinking evaluation of healthcare liqueur among consumers of different age groups,and the characteristic variables of the consumption behavior showed an increasing trend with the increase of consumers’age.