家庭异质性因素对城市家庭茶油购买行为的影响

发布时间：2018-03-17 19:13

本文选题：家庭异质性因素　切入点：城市居民　出处：《林业经济问题》2017年03期 　论文类型：期刊论文

【摘要】：利用实地调查数据,通过独立T检验、方差分析、Scheffe多重比较方法检验家庭异质性因素对城市家庭茶油购买行为的影响。研究结果显示:家中是否有60及以上的老人、家庭主要采购者的受教育程度、家庭人口数、家庭成员是否有过重大疾病在茶油购买行为上并未表现出显著差异,而在家中是否有12岁以下儿童、家庭主要采购者的年龄、家庭主要采购者的性别、家庭年收入、家庭类型5个指标上都表现出显著性差异。基于上述结论,本研究认为相关企业的管理者应锁定多代家庭为目标群体并实施针对性的营销计划和倾斜方案及应重视女性和30~50岁群体在家庭购买中的角色和作用等启示。
[Abstract]:Using field survey data, independent T test and multiple comparisons of variance analysis Scheffe were used to test the influence of family heterogeneity on tea oil purchase behavior in urban households. The results showed whether there were 60 or more elderly people in their homes. There was no significant difference in the level of education of the main buyers, the size of the household population, the number of major diseases of the family members, and whether there were children under 12 years of age in the family, and the age of the main purchasers in the family. There were significant differences in gender, annual income and type of household among the main purchasers. This study holds that the managers of related enterprises should focus on multi-generation families as target groups, implement targeted marketing plans and tilt programs, and attach importance to the roles and roles of women and 30- and 50-year-olds in family purchases.
【作者单位】：福建农林大学经济学院;福建工程学院管理学院;
【基金】：福建省软科学研究计划资助项目(2017R0017)
【分类号】：F323.7;F713.55

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