The Consumer Purchase Decision Factors Of Red Light Brand Soft White Sugar

Nowadays Chinese sugar market is in a complex stage with comprehensiveinfluence of multi competition, multi species, and multi factor. Related enterprises ofdomestic sugar industry must re-examine their own problems, establish long-termeconomic goals, learn and innovative marketing ideas, promote product improvementand market its own, expand demand and consumption, for that they can struggle aconfidence and strength for a widely competitive sugar market.Red Light Brand soft white sugar is a main products in Bocheng North SugarLimited by Share Ltd (its predecessor was red sugar factory). The Red Light Brand has along history. However, in the impact of the economic changes, competition, demandfluctuations and other comprehensive factors, sales just passable of Red Light Brand softwhite sugar in recent years. Although the company’s total revenue increased, but the nethas obvious fluctuation, or even negative growth.This paper use the data analysis and summarizes the lack of Red Light Brandmarketing, and put forward the marketing proposal, which based on the consumerpurchase decision factors and consumer behavior theory, the customer of Chinese sugarmarket consumer purchase decision factors questionnaire survey.The study conclusion indicates that the related factors of Red Light Brand soft whitesugar consumer customer purchase decision includes: inner factors with Age, gender,educational level, family income and family purchase leader, and outer factors with targetmarket positioning, brand, product, price, channel, promotion. Then the brand andproduct promotion and marketing strategy were formulated, which includes: Marketsegmentation, target market accurately grasp; establish brand marketing strategy, expandthe brand influence; rich Lu line, check the quality of the products; the implementation oftiered pricing strategy; expanding marketing channels; rich promotions.