消费者果酒认知与消费行为调查及分析

Investigation and Analysis of Consumers’Fruit Wine Cognition and Consumption Behavior

以胶东地区520份有效问卷为基础,采用统计性描述法分析消费者对果酒的认知情况,运用二元logistic回归分析影响消费行为的因素。结果表明,认知方面,绝大部分消费者听说过“果酒”,但对果酒酿制、品鉴、文化等方面了解较少,对绿色、调理、时尚、养生价值认可度较高,对饮用、社交价值认可度较低。消费行为方面,大部分消费者饮用或购买果酒,认为果酒口感较好,价格偏高。果酒酿造主要选取葡萄、青梅、杨梅、苹果、枸杞为原料,国外品牌占据较大市场份额,实体店、电商是主要销售渠道。影响购买决策的显著性因素有年龄、学历、价值认知、主要原料、酒精度、口感、品质和资质认证。

Based on 520 valid questionnaires collected in Jiaodong area,we used the statistical description method to analyze consumers’cognition of fruit wine,and used the binary logistic method to analyze the factors affecting their consumption behavior.The results show that,in terms of cognition,most consumers have heard of“fruit wine”,but they have less knowledge of wine making,tasting,and its culture.Consumers have a higher recognition of the green,fashion,and healthcare value of fruit wine,and a lower recognition of its drinking and social value.In terms of consumption behavior,most consumers will drink or buy fruit wine,and they believe that fruit wine has good taste and high price.Fruit wine making mainly uses grape,plum,waxberry,apple,and wolfberry as the raw material,and foreign brands occupy a large market share.Physical stores and e-commerce are the main sales channels of fruit wine.The significant factors affecting consumers’purchase decisions are age,education background,value cognition,main ingredients,alcohol content,taste,quality and qualification.