华南市场消费者购买新疆水果渠道及影响因素——基于广州和深圳两市的调查分析  

Xinjiang's fruits purchase channel and influence factors to Southeast China Market based upon market survey on consumers in Guangzhou and Shenzhen

作　　者：马惠兰[1] 颜璐[1] 

机构地区：[1]新疆农业大学经济贸易学院,新疆乌鲁木齐830052

出　　处：《干旱区地理》2013年第1期156-163,共8页Arid Land Geography

基　　金：2010年新疆自治区林业财政专项"新疆特色林果产品开拓华南市场研究"

摘　　要：在对广州和深圳两市消费者调查的基础上,对消费者选择新疆水果的购买渠道及影响因素进行了分析。结果表明:大型连锁超市和水果专营店是华南市场消费者购买新疆水果的主要渠道,其中影响消费者选择在大型连锁超市购买新疆水果的主要因素是水果质量,同时也受消费者收入水平、消费能力、购买频率的正向影响。影响消费者选择在水果专营店购买新疆水果的因素较多,其中注重水果外观及包装、用做"礼品"是其主要原因,受教育程度、消费能力和购买频率也成显著的正向影响。此外,考虑价格因素以及收入水平和受教育程度较低的消费者倾向于在批发市场购买。一些年轻消费者、女性消费者、受教育程度较高的消费者会选择网购新疆干果。In order to make it clear that the condition of consumption of xinjiang’s fruits in the southern China markets,we make a survey with random sampling interviews type.And then we make use of the binary Logistic regression model,which is based upon market survey on consumers in Guangzhou and Shenzhen,this paper carries out analysis on xinjiang’s fruits purchase channels and influence factors.The findings reveal that consumers in southeast market mainly buy xinjiang＇ s fruits from supermarket chain and fruits franchise store.The reasons that consumers choose to purchase xinjiang＇s fruits in supermarket chain are fruits quality,consumer income,expenditure level as well as purchase frequency,among which fruits quality is the foremost factor;the reasons that consumers choose to purchase xinjiang＇s fruits in fruits franchise store are fruits appearance,package,gift purpose,education level,consumption ability as well as purchase frequency,among which fruits appearance,package,gift purpose are the foremost factors.Moreover,in view of price factor and income,some consumers with lower education are willing to purchase in wholesale market;some young female consumers with higher education also choose to buy from on-line store.

关 键 词：新疆 水果 购买渠道 华南市场 

分 类 号：F326.13[经济管理—产业经济] F224