The Field Work Of Behavioral Intention During Festival Food And Beverage Consumption

The study takes examples of catering consumption in Guangzhou area. Concentrating on festival food and beverage marketing based on a number of field surveys and interviews. The study researches into the behavioral intention affected by the economic income, gender, educational background and age structure.The study applies theory of economy, statistics, sociology, anthropology into discuss. On the author expounds behavioral intention views by using relative marking, service marking and beverage management. The thesis explores statistic approaches such as field work, literatures synthetically study, relation analyzes, factor analyzes and regression linear analyze. The author also looks into the causes during festival food and beverage, the relationship of service quality, beverage brand, customer satisfaction and reliability. The thesis approaches a subject of influence from different factors in customer food and beverage consumed behavioral intention.The thesis consists of six chapters: chapter one, the author mainly explains the basic of present research backgrounds, purpose, contents and methods of the thesis. Chapter two goes into details both overseas and domestic literatures on the research of customer beverage consumed behavioral intention and attitudes. Chapter three builds a conceptual model of customer catering consumed behavioral intention. Chapter four collects the data. Chapter five analyses the data of the conceptual model. Chapter six discovers that the food and beverage brand is the main factor which affects behavioral intention during festival catering. In the end, the author discusses the restrictions of the thesis as well as areas for further study.