Marketing Suggestions And Consumer Purchase Behavior Analyses Of Changchun's Carbonated Drinks Market

Under the condition of market economy of the modern keen competition, thechoice of consumer has become the key whether the enterprise could capture andcontrol the market, marketing lead and transfer the consumer directions of payingattention to consumer to from products that "ask consumer pay attention to "by idea.Enterprise strengthen consumer behavior it studies to be to focus on. the consumerbehavior is studied and already become prerequisite and foundation that the enterprisehas developed every business activities, have run through the research anddevelopment of products, producing, market , each link sold. All carbonic acid jointventure devote the every brand market, determine to develop the market investigationand research to the beverage market of carbonic acid in Chang Chun, in order tounderstand that the market of the carbonic acid of area of Chang Chun beveragemanages current situation, the taste of consumer having a partiality for, brand havinga partiality for and consumption habit to the carbonic acid beverage, Offer the basisfor business decision of the company. This text is based on market survey date of AcNilsen invest company, adopt determine the nature and method who ration combinetogether, And influence every factor of consumer purchase decision to analyze to thedemand characteristic of the consumer of beverage market of carbonic acid in ChangChun, Analyze the to the consumer behavior at the same time that expounds the fact,the purpose is to understand the beverage understanding to the beverage products ofcarbonic acid of consumer of carbonic acid in Chang Chun from profound level ,andthe consumer behavior of the carbonic acid beverage and behavior of buyingsubdivide the market for enterprise science, Make a reservation accurately ,makemarketing and makes up the tactics and offers valuable reference .This article mainly analyze the consumer activity and psychological by thefact and dates of market research to declare the rule of the beverage market ofcarbonic acid. At the same time put the consumer activity and psychologicaltheory into marketing analyze. Giving the marketing suggestion to the beverageenterprise of carbonic acid in Chang Chun. This thesis is total to be divided into fourparts: Chapter 1, Carried on the analysis to the total market environment of thebeverage market of carbonic acid. With the improvement of consumer living condition in Changchun, carbonationbeverage consumption in Changchun market become more complex, the personalityneed is improving. This text is based on market survey date of Ac Nilsen investcompany, adopt determine the nature and method who ration combine together, Andinfluence every factor of consumer purchase decision to analyze to the demandcharacteristic of the consumer of beverage market of carbonic acid in Chang Chun,Analyze the to the consumer behavior at the same time that expounds the fact, thepurpose is to understand the beverage understanding to the beverage products ofcarbonic acid of consumer of carbonic acid in Chang Chun from profound level ,andthe consumer behavior of the carbonic acid beverage and behavior of buyingsubdivide the market for enterprise science, Make a reservation accurately ,makemarketing and makes up the tactics and offers valuable reference . It is to analyze thesituation about the carbonic acid beverage market by the basic theory of market andmarket designing tools, and then draw a conclusion about market strategy in ChangChun city. First, analyze the development trend about carbonic acid beverage marketin Chang Chun city by the tool of "SWOT"analyze, and find the foundation section:strengthens, weakness and oportunity and then to analyzed that the consumerconsume (drinks) the mode, try hard to explain the questions of 6 Ws and 2H,Through for Chang Chun last rate at market carbonic acid beverage. Consumefrequency, place of buying, and consumer tastes have a partiality for occasion,quantitative date analyzes who brand finish having a partiality for come andunderstand market of Chang Chun carbonic acid essential feature who drink carbonicacid beverage. According to occupation rate of markets, cognitive channels, drink andgreen brands well known to lead and drink snow rate compared etc. analyze Whataffect the consumer purchasing actions. At last, devote to analyze the five strengths torealize the outside reason for the beverage consumption of carbonic acid. Chapter 2, analyze the affect sections for consumer purchasing the beverageof carbonic acid. Inquire after the effect section about the need and motive of the carbonic acidconsumer, motivation is a consumption source of any kind of goods, the demand ofconsumer is the internal cause that the motive is produced, the external stimulus causethe motive is produced. But the demand and motive belong to the complicated,profound psychological activity, Unable to get directly in surveying and study, sothrow technology etc. and specify the psychological activity of consumer behaviorthat can be watched, thus study. all right through surveying of carbonic acid beveragein Chang Chun: the first level is a social motive, namely the consumer keep theconsistency with the colony or embodies the motivation of consumer; the secondlevel is product motive ,namely it is in order to supplement nutrition and keep fitto drink the carbonic acid beverage; the third level is a physiology motive ,namelycan promote the production of body fluid to quench thirst to drink the carbonicacid ,recreation passes the summer in a leisurely way. that most consumers describe isconfined to the second levels and third level, only some few consumers are inorder to satisfy the social demand .this will be managed and carbonic acid, Promotecarbonic acid the hierarchy of consumptions of beverage the emotion and rely on tothe company brand . Chapter 3, consumer purchase behavior and the satisfy attitude analysisabout carbonation beverage in Changchun market The thought affect the attitude, the attitude affect the actions. To analyze whatreasons motive consumer to purchase carbonic acid beverage and consumer satisfyattitude declare the consumer attitude is the degree about consumer to the productservice supplying by the carbonic acid beverage enterprise. It divides into three parts,first it influences the factor that the consumer buys the behavior; inquire after theeffect section about the need and motive of the carbonic acid consumer, motivation isa consumption source of any kind of goods, the demand of consumer is the internalcause that the motive is produced, the external stimulus cause the motive is produced.But the demand and motive belong to the complicated, profound psychologicalactivity, Unable to get directly in surveying and study, so throw technology etc. andspecify the psychological activity of consumer behavior that can be watched, thusstudy. All right through surveying of carbonic acid beverage in Chang Chun: the firstlevel is a social motive, namely the consumer keep the consistency with the colony orembodies the motivation of consumer; the second level is product motive, namely itis in order to supplement nutrition and keep fit to drink the carbonic acid beverage;the third level is a physiology motive, namely can promote the production of bodyfluid to quench thirst to drink the carbonic acid ,recreation passes the summer in aleisurely way. That most consumers describe is confined to the second levels and thirdlevel, only some few consumers are in order to satisfy the social demand. this will bemanaged and carbonic acid, Promote carbonic acid the hierarchy of consumptions ofbeverage the emotion and rely on to the company brand. it is culture and subculturemainly that it influences the factor that the consumer buys the behavior, consultcolony age ,life period ,consciousness .etc .the beverage purchase decision of thecarbonic acid is relatively simple ,because the carbonic acid beverage belongs to thefast consumer goods, unit value is relatively low, the consumer often buys, thepurchase behavior of consumer is different, so study the consumer and buys thebehavior type and study of diversification mainly ,put forward different marketingways to different twinkling of an eyes, will not experience five stages for all purchasewith carbonic acid (understanding problem ,outside probe, appraise thesolution ,buy the course and purchase post –evaluation ),however ,the beveragemanufacturing enterprise of carbonic acid analyzes that there is important meaningto the marketing work in the decision –making process of all five stages. The secondpart is the attitude of consumers. From the analyze to the attitude of consumer we canknow the importance of consumer attitude and how the consumer attitude found andwhy the consumer attitude affect the consumer purchase behavior. Last, analyze theconsumer satisfy attitude, we can know how to make the consumer satisfy.