Study On College Students' Citrus Consumer Behavior And Its Influencing Factors In Wuhan

Citrus is one of the main economic fruit trees, which is also the important economic pillar in south China. But with the rapid development in recent years, marketing problem of citrus industry becomes obviously. There are many citrus consumer groups, including college students. Therefore, it's of realistic meanings to research consumption behavior of college students and its influencing factors, to study the characters of citrus consumption behavior among college students, and to broaden the citrus marketing channel.Based on analysis of the recent situation of citrus production, trade and consumption, this paper takes college students in Wuhan City as the research object, using random sampling method and SPSS 17 software, to explore characters of citrus consumption behavior in 5 colleges in Wuhan. Then applying multinomina logistic model, this research analyzes influencing factors of college students'citrus consumption from three levels, including internal factors and external factors and the overall factors. The research shows the specific features of college students'citrus consumption, including packaging, brand attention, understand of nutritional value, taste preferences, shopping spots. The internal influencing factors include gender, origin and family population. The external factors include the understanding the nutrition value, the package, the way they get information about citrus, and whether their hometown is in citrus producing area. And the overall factors include consumers'age, family population, monthly consumption situation, and whether their hometown is in citrus producing area, whether they have the information about citrus varieties, price, brand and package, and so on. In the last, the paper puts forward the space for further research.The main innovations in this paper are as follows:(1) this paper use consumer behavior theory, agricultural economics and statistical theory and methods, systematically studied characteristics of the consumer behavior and influencing factors of college students consuming citrus. This topic is relatively new; (2)in view of research perspective, this paper select the students as study object, taking citrus consumption as background, discuss college students'citrus consumption from microscopic point of view, which adds research range of citrus industry; (3) in view of research method, this is innovative to select the students as study object, using multinomina logistic model to study the internal, external and overall influencing factors of college students'citrus behavior.