Studying On The Consumer Behavior Of Liquor

In China, liquor consumption has a long history and the liquor industry has ever played a significant role in China's economy and our daily life. However, with the further development of the system reform on economy, China's industrial structure has been adjusted greatly, resulting in the liquor industry which possesses limited scientific and technological content no advantages any more. Moreover, along with the change of the consumer consumption concepts and the occurrence of replacements, liquor sales have been gradually declining. What's more, as the foreign wine entered into our market, the market share of liquor has become smaller and smaller.Apparently, liquor stands in a serious situation. However, nowadays, even facing with the great adjustment of industrial structure, our liquor industry still plays an important role in increasing financial revenue, solving social employment, and guiding the change of consumption concepts. As a result, in order to refresh traditional industry and promote the liquor industry into a new period for development, the way of analyzing consumer demand on liquor and the supply of suitable products have become an important issue of current relative study.China's liquor industry has its shortcomings in the practical and theoretical study. This essay, based on the analysis of consumer consumption behavior theoretically, adopts liquor as the research object and analyzes consumption behavior as a foundation in order to satisfy the consumer demand. According to the empirical research methods of random sample, 1127 PCS are analyzed logically and normally. F or the sake of guiding China's liquor industry , this essay takes a deep and complete analysis through the liquor consumption research which holds realistic meaning as well as makes direction and conclusion theoretically and practically.The concrete study, taking AIO lifestyle variables as the foundation of market segmentation, demographic variables as input variables and consumer attitudes variables as the describing factors of consumer behavior, makes subdivision of the liquor markets so as to comprehend the consumption features of various market segmentation and offers relative marketing strategy and advice.The research conclusion suggests that every measure contains favorable credibility and effectiveness, also, according to different consumer attitude variables, consumers can be divided into different consumer groups which has direct impact on their modes of liquor consumption. As long as the liquor sellers make in-depth analysis of different consumer groups as well as apply different marketing strategy, can they survive and develop in the glut market.