北京市居民桑葚消费行为及影响因素分析

Analysis of Mulberry Consumption Behavior and Influencing Factors of Residents in Beijing

以北京市居民为研究对象,通过问卷调查,从居民购买力、居民购买渠道、居民口味喜好、产品包装和对直播带货态度等方面分析居民桑葚消费行为的现状,利用描述分析法和多重线性回归研究法分析影响北京市居民桑葚消费行为的因素。结果显示,北京市居民对桑葚具有很高的购买意愿以及消费水平;北京市居民购买渠道选择较为单一;北京市居民对桑葚口味无明显偏好;北京市居民更喜欢塑料包装盒;北京市居民对网络直播带货持积极态度;北京市居民消费行为受桑葚的价格、品牌、口味、营养价值因素的影响较为显著。最后,从产品价格和质量、产品宣传、品牌建设、销售渠道等方面提出了相应的对策建议。

Taking residents in Beijing as the research object,the current situation of residents'purchasing behavior of mulberries were analyzed through questionnaires from the perspectives of residents'purchasing power,residents'purchasing channels,residents'taste preferences,products packaging and attitudes towards live delivery,and the influencing factors of Beijing residents'consumption behavior of mulberries were analyzed by using descriptive analysis and multiple linear regression research methods.The results showed that residents in Beijing have a high willingness to buy mulberries and high consumption levels;residents in Beijing have a relatively single purchase channel choice;residents in Beijing have no obvious preference for mulberry taste;residents in Beijing prefer plastic packaging boxes;the attitude of residents in Beijing towards live webcasting of goods is positive;the consumption behavior of residents in Beijing is significantly affected by the price,brand,taste,and nutritional value of mulberries.Finally,corresponding countermeasures and suggestions were put forward from the aspects of the product price and quality,product promotion,brand building,and sales channels.