中国与印尼针对选定快速消费品的购买行

发布时间：2018-03-06 03:04

本文选题：购买行为的　切入点：快速消费品　出处：《中国海洋大学》2015年硕士论文　论文类型：学位论文

【摘要】：FMCG(快速消费品)市场已成为世界上最具吸引力的市场之一。FMCG市场的产品通常具有被消费者频繁购买的特点,从而这个行业取得成功很大程度上是取决于明确的市场定位和满足客户要求的程度。作为可持续增长的新兴市场,中国和印尼被认为是最受快速消费品企业欢迎的国家。因此,本研究尝试对比分析印尼和中国两国的选定快速消费品的消费者购买行为。这项研究的具体目标是：(1)分析选定的快速消费品的消费模式；(2)找到影响消费者购买所选FMCG产品的因素；(3)对比分析中国和印尼两国消费者选择FMCG产品的消费行为。本研究为获得必要的信息使用原始数据和二手数据,分析中国和印尼两国的消费者行为。采用三种主要方法(文献整理,深度访谈和访谈)收集在这项研究中所需的数据并且主要的分析方法是描述性统计。结果显示,中国受访者每月购买快速消费品一个月四次以上,而印尼受访者只有一次。大多数的中国受访者通过互联网搜索FMCG产品,而印尼受访者的信息来源主要是电视。基于储蓄的倾向,中国受访者喜欢去大卖场而印尼受访者其更喜欢去普通超市。中国和印尼受访者在影响购买的因素和购买快速消费品的平均花费时间(1小时)上有着相同的结果。最后,产品的利用是中国和印尼受访者在购买快速消费品考虑的最重要因素。
[Abstract]:The FMCG market has become one of the most attractive markets in the world. So much of the industry's success depends on a clear market positioning and meeting customer requirements. As emerging markets with sustainable growth, China and Indonesia are considered the most popular countries for fast-moving consumer goods companies. This study attempts to compare consumer buying behavior of selected fast moving consumer goods between Indonesia and China. The specific goal of this study is to analyze the consumption patterns of selected fast moving consumer goods (FMCG). This study analyzed the consumer behavior of FMCG products in China and Indonesia. In order to obtain the necessary information, we used the original data and the secondary data. Analysis of consumer behavior in China and Indonesia. Three main methods (literature review, in-depth interviews and interviews) were used to collect the data needed in the study and the main analytical methods were descriptive statistics. Chinese people buy fast moving consumer goods more than four times a month, compared with Indonesia's only once. Most Chinese search the Internet for FMCG products. Indonesia's interviewees' sources of information are mainly television-based on their propensity to save. Chinese interviewees prefer to go to hypermarkets, and Indonesians prefer to go to regular supermarkets. Chinese and Indonesian respondents have the same results on the factors that affect their purchases and the average time spent on buying fast moving consumer goods (FMCG). The use of products is the most important factor for Chinese and Indonesian respondents in buying FMCG.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

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