Studies On The Individual Behavior And Impacting Factors Of Consumer In Beijing's Tea Market

This paper mainly studies the factors which influence the behaviors of the consumers of tea, and understands the various factors affecting the behavior of consumers of tea. The aim of this study is to establish a simple, understandable factors system and to provide basis of industrial policy for the tea industry management department, to provide the basis for guiding consumers to rational consumption, to provide the basis for making market strategies for tea companies.The innovation of this research is that setting the behaviors of the consumers as tea species, terms of having tea, frequency of drinking tea, consumed quantity of each drink and the amount of consumption on tea per month. According to the internal reason of consumers and external environment reason, these factors impacting the behaviors of tea consumption were classified as five factors of physiological, psychological, demographic characteristics, nature, and society. The research data came from questionnaire survey and statistical analyses were performed using SPSS(17.0).The research conclusion shows that the behaviors of the consumers of tea are affected by the five factors of physiological, psychological, demographic characteristics, nature, and society, but the influence level of each factor is not identical.1.The relationship between tea species choosed by consumers and the factors of age, the nationality by consumers, education level, profession and health was significantly positive, and at the same time, there is significantly positive relationship between tea species choosed by consumers and the factors of consumer habits of colleagues and friends, government policy, culture promotion activities, the preferences and demands of consumers.2.The relationship between terms of having tea of consumers and the factors of gender, age, education level, profession, health, consumer habits of household, colleagues and friends, water of drinking tea was significantly positive.3.The relationship between frequency of drinking tea and the factors of gender, age, education level, profession, health, consumer habits of household, the preferences and demands of consumers was significantly positive.4.The relationship between cost on consumption of tea and the factors of age, education level, profession, family income per month, and water of drinking tea was significantly positive.5.The amounts of consumed tea every time was only influenced by interests and habits of consumers, and the relationship was significantly positive.Moreover, through the research, we found that the factors of the enterprise marketing activities, government's policies and various cultural activities had weak influence on consumers. We found that consumers paid more and more attentions to the tea brands, but consumers did not trust the brands in Beijing market, various certificates of tea elect by the organizations of government and associations etc; they still preferred to taste by themselves to confirm the quality. At present, the local government wants to expand market and domestic demand, and the enterprises want to increase sales, there are various promotional activities to propaganda the tea culture held by producing and purchasing areas, but not accepted by consumers, and have moderate effects on the tea culture promotion. The tea quality is still the essential question which consumers concern. Establishing related quality management system and improving quality levels of producing and purchasing enterprises are still the current major task to let the consumers drink the high quality assured tea.