基于消费者视角的白酒产品忠诚影响因素应用研究  

Research on the Application of Influencing Factors of Baijiu Product Loyalty from the Perspective of Consumers

作　　者：何亮[1] 何源 董苗秒 HE Liang;HE Yuan;DONG Miao Miao(Tianfu College of Southwestern University of Finance and Economics,Mianyang 621000,Sichuan,China;Mianyang City College,Mianyang 621000,Sichuan,China)

机构地区：[1]西南财经大学天府学院现代服务管理学院,四川绵阳621000 [2]绵阳城市学院现代商学院,四川绵阳621000

出　　处：《酿酒》2023年第3期12-16,共5页Liquor Making

摘　　要：以某白酒公司主销产品忠诚影响因素为研究对象,基于消费者视角,结合消费者特征、饮酒习惯、产品特征和营销因素,通过市场调研,对信息数据进行方差分析、相关分析和回归分析,找到影响消费者产品忠诚的主要因素“酒质感知”和“性价比”,得出“消费者产品行为忠诚的主要因素是酒质好和性价比高”、“导致消费者进行产品转换的主要因素是酒质下降和价格偏高”、“显著影响消费者产品忠诚的因素有性别、酒龄、参照群体影响、酒质感知、外包装感知、店员促销水平,其中性别和酒龄是被动因素”、“价格感知水平、消费者平时饮酒价位、消费者年龄三个要素对消费者的忠诚度没有统计学意义上的显著影响”的结论,为白酒公司产品市场营销决策提供科学依据与参考,对研究消费者忠诚具有实际应用意义。This paper takes the influencing factors of the main product loyalty of a Baijiu company as the research object.Based on the consumer perspective,combined with consumer characteristics,drinking habits,product characteristics and marketing factors,through market research,the information data are analyzed by variance,correlation analysis and regression analysis,and the main factors affecting consumer product loyalty,"liquor quality perception"and"cost performance ratio",are found,It is concluded that"the main factors of consumer product behavior loyalty are good liquor quality and high cost performance","the main factors leading to consumer product conversion are the decline of liquor quality and high price","the factors that significantly affect consumer product loyalty are gender,age of drinking,influence of reference group,perception of liquor quality,perception of outer packaging,and sales promotion level of shop assistants,of which gender and age of drinking are passive factors"The conclusion that"price perception level,consumers'usual drinking price,and consumers'age have no statistically significant impact on consumers'loyalty"provides scientific basis and reference for Baijiu companies'product marketing decisions,and has practical application significance for the study of consumer loyalty.

关 键 词：消费者视角 白酒产品 产品忠诚 影响因素 

分 类 号：TS262.3[轻工技术与工程—发酵工程]