保健酒认知与消费行为分析——以山东市场为例  

Analysis of health alcoholic drink cognition and consumption behavior--taking Shandong market as an example

作　　者：孔睿敏 王欣睿 张军鸣 向本起 徐绍荣[1] 杨晓杰[1] KONG Ruimin;WANG Xinrui;ZHANG Junming;XIANG Benqi;XU Shaorong;YANG Xiaojie(Yantai Research Institute of China Agricultural University,Yantai 264670,China;Agricultural and Rural Bureau of Dingtao District,Heze 274100,China)

机构地区：[1]中国农业大学烟台研究院,山东烟台264670 [2]菏泽市定陶区农业农村局,山东菏泽274100

出　　处：《中国酿造》2021年第9期225-230,共6页China Brewing

基　　金：山东省农业重大应用技术创新项目(SD2019NJ001);烟台市社会科学规划研究项目(YTZX2021-092);中国农业大学烟台研究院URP项目(U20203075)。

摘　　要：为研究消费者对保健酒的认知情况和消费行为,在山东省进行调查并进行实证分析。结果显示,认知方面,部分消费者在保健酒所属范畴、适用对象上存在误区,48.20%的消费者认为保健酒发展前景较好,仅19.97%的消费者文化认知水平较高。饮用行为方面,43.53%的消费者为长期忠实顾客;大部分消费者饮用频率很低,并能理性消费;基于调理身体、亲人朋友聚餐等原因,主要在家庭和酒店饮用。整体来看,饮用满意度评价为一般,且大部分消费者更偏爱国产品牌。购买行为方面,51.73%的消费者购买比较频繁,其目的主要为孝敬长辈和保健自饮。大部分消费者更青睐中低价位的知名品牌,81.13%的消费者选择在实体商超购买。影响购买决策的主要因素包括组织与产品、功效作用、包装配送、文化资质。In order to study consumers'cognition and consumption behavior of health alcoholic drink,an empirical study was conducted in Shandong Province.The results showed that in terms of cognition,some consumers had misunderstandings in the categories and applicable objects of health alcoholic drink.48.20%of consumers believed that health alcoholic drink had a good development prospect,and only 19.97%of consumers had a high level of cultural cognition.In terms of drinking behavior,43.53%of consumers were long-term loyal customers,most consumers drank it infrequently and consumed it rationally.Based on the physical conditioning,dinner with family and friends and other reasons,drinking was mainly in the family and restaurant.On the whole,drinking satisfaction was generally evaluated,and most consumers preferred domestic brands.In terms of purchasing behavior,51.73%of consumers bought frequently,mainly for elders filial and health care.The majority of consumers preferred medium and low price well-known brands,and 81.13%of consumers chose to buy in brick-and-mortar stores.The main factors influencing the purchase decision including organization and product,efficiency,packaging and distribution,and cultural qualification.

关 键 词：保健酒 消费认知 消费行为 山东市场 

分 类 号：TS262.61[轻工技术与工程—发酵工程]