福州市居民月饼消费行为研究

发布时间：2018-10-22 08:24

【摘要】：月饼,是中秋节人们必备的时令食品,福州中秋月饼市场的消费潜力约在8000万左右。但是,月饼销售几乎集中在节前一星期,使得投资和经营的风险大不同于普通的商品,多数企业苦于不了解消费者需求变化,极易在馅料、口味、包装、定价、宣传上偏离市场,导致大量月饼滞销甚至倒掉,造成了严重的浪费。解决上述问题的根本方法是找出消费者在月饼消费方面的基本特征,这样各个月饼厂商的产品才能适销对路,同时也有利于相关政府部门引导消费者科学理性消费,避免铺张浪费。本文在参考国内众多研究的基础上,应用消费者行为理论、消费决策理论和品牌理论的相关内容,同时结合福州居民的传统消费习惯和具体情况,设计调查问卷,开展福州居民月饼消费行为研究。于2008年7月-8月,针对福州市区,即鼓楼区、台江区、晋安区、仓山区、马尾区五区的21周岁以上居民开展调查,共发放2000份问卷,回收有效问卷1960份,有效率98%,并对调查数据进行了统计分析,得出可靠的分析结果。研究结果表明,福州市民对月饼还是挺看重品牌的,超雅,向阳坊与安德鲁森占据了福州消费者最喜欢的月饼品牌前三甲,他们分别以口感、质量、品牌形象赢得了消费者的心。而现在市场竞争激烈,各个厂家在宣传营销上也不遗余力,富于文化情调的广告宣传深入人心,所以福州消费者记住了大量的月饼品牌。但品牌的忠诚度并不高,说明福州月饼市场还没有形成绝对的领导者。在月饼的宣传上,户外和互联网在起着越来越重要的作用。在月饼包装上,大多消费者倾向简约的礼品装,这符合环保健康意识增强的社会大环境。结果显示,在馅料上,豆沙、水果馅月饼最受福州消费者喜欢,64%的消费者放心月饼的质量,说明在政府等各方面的倡导与月饼厂商的配合改善下,福建月饼产品的总体质量让消费者比较放心;62%的消费者集中在中秋节前一周购买月饼,提醒厂商更要研究消费需求,规避风险。送礼是月饼消费的重要购买原因;虽然“精简包装”的呼声不断,但是月饼作为一年中极为重要的送礼佳品,其包装、价格一直颇受争议,福州消费者普遍认为月饼价格偏贵,这使消费者心生不满之感,100元左右是消费者认可的主流价格。此外,服务与消费者的期望仍有一定的距离,这些都是月饼商家应予注意改善的地方。
[Abstract]:Moon cake is a necessary seasonal food in Mid-Autumn Festival. Fuzhou Mid-Autumn Festival mooncake market has a consumption potential of about 80 million. However, moon cake sales are concentrated almost a week before the festival, which makes investment and operation more risky than ordinary commodities. Most enterprises suffer from lack of understanding of changes in consumer demand and are extremely vulnerable to stuffing, taste, packaging, and pricing. Publicity deviated from the market, resulting in a large number of unsalable moon cakes or even dumped, resulting in serious waste. The fundamental solution to the above problem is to find out the basic characteristics of consumers in the consumption of moon cakes, so that the products of each moon cake manufacturer can be marketable, and at the same time, it is beneficial for the relevant government departments to guide consumers to spend scientifically and rationally. Avoid extravagance and waste. On the basis of many domestic studies, this paper applies consumer behavior theory, consumption decision theory and brand theory to design a questionnaire combining with Fuzhou residents' traditional consumption habits and specific conditions. To study the consumption behavior of moon cakes in Fuzhou. From July to August 2008, a total of 2000 questionnaires were distributed and 1960 valid questionnaires were collected from residents over the age of 21 in Fuzhou urban areas, that is, Gulou District, Taijiang District, Jin'an District, Cangshan District and Mawei District. The effective rate is 98. The statistical analysis of the investigation data is carried out, and the reliable analysis results are obtained. The results of the study show that Fuzhou residents still value the brand of mooncakes. Chaoya, Xiangyang Square and Andersen occupy the top three brands in Fuzhou consumers' favorite mooncake brands. They use taste and quality, respectively. Brand image has won the hearts of consumers. But now the market competition is fierce, each factory also spare no effort in the propaganda marketing, rich in the culture sentiment advertisement propaganda is deeply popular, therefore Fuzhou consumer has remembered a large number of mooncake brands. But brand loyalty is not high, indicating that Fuzhou mooncake market has not formed an absolute leader. In the moon cake publicity, outdoor and the Internet is playing a more and more important role. In the packaging of moon cakes, most consumers prefer simple gift clothing, which is in line with the environmental and health awareness of the social environment. The results show that bean paste and fruit filled moon cakes are the most popular among Fuzhou consumers in stuffing, and 64% of consumers are relieved about the quality of moon cakes, indicating that the government and other aspects of advocacy and moon cake manufacturers have improved. The overall quality of moon cake products in Fujian makes consumers more reassured. 62% of consumers buy moon cakes one week before the Mid-Autumn Festival, reminding manufacturers to study consumer demand and avoid risks. Gift giving is an important reason for the consumption of moon cakes; although there are constant calls for "streamlining packaging," the packaging of moon cakes, as an extremely important gift in the past year, has been quite controversial. Fuzhou consumers generally believe that the price of moon cakes is on the high side. This makes consumers feel dissatisfied, about 100 yuan is the mainstream price recognized by consumers. In addition, the service and consumer expectations are still some distance, these are the moon cake merchants should pay attention to improve.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.82

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