| Kiwifruit originated in China, the cultivation area and production is also the first in theworld. However, with the planting areas and the output of kiwifruit in China, increasingrapidly, the average per person consumption quantity actually has been back and forth. Atpresent, Chinese kiwi fruit consumption is only0.07kg per person compare with New Zealand2.2kg per person, and Italy consumption2.1kg per person, China is obviously insufficient. Atpresent，the consumption level is low and the relatively exuberant supply and demand inproduction areas is unbalanced，which has a negative influence on the development ofkiwifruit industry．Therefore，it is imminent to establish a huge consumption market in orderto sustain the kiwifruit industry and to enhance domestic consumption．Then, one crucial step is to fully understand consumption habits and psychology ofresidents，analyze characteristics of consumers’ behavior, and find out factors that influenceconsumption behaviors．Only based on these can producers of the kiwifruit be able to have aclear goal and policies be properly proposed and implemented．Hence，it is definitely ofsignificance to study characteristics of kiwifruit consumers’ behavior theoretically andpractically.With the people’s living quality improvement, the demand for fruit quantity is increasingquickly. Kiwi as a new quality and healthcare fruit get more and more attention in the world.In order to analyze the consumption behavior of consumers, this paper base in Guangzhouconsumer behavior survey data analysis. On the one hand, the high level of economicdevelopment of Guangzhou that kiwi is our larger consumer market. On the other hand, largeprovincial population so that make the survey has universal significance of other provinces.This article is based on seven factors Kiwi consumer behavior research. First, is thesamples structural analysis, including gender, age, income, education level, and professionaltypes; Second is the analysis of consumer demand, including the purchase reasons, thepurpose, purchase frequency, cost and quantity selection. Third is the analysis of productsfactor, including consumers buy variety, the flesh color often buy, the love taste, appearance,brand attention, brand attitude, provenance selection and packaging attitude. The four is the analysis of price factor, including the price, the acceptance level. Five is the analysis ofpromotion factors, including consumer acquiring information, kiwi knowledge and the qualityevaluation. Six is the analysis of channel factor, including the buying place. The seven is theanalysis of consumer groups, including the main purchase groups, buying factors, thefuture consumption willingness and the reason of consumption less.The conclusion indicates that the nutritive value and the taste factors are the primaryfactor considered by consumers when they purchase the kiwifruit. Consumers generallybelieved that the Kiwifruit is a high consumption fruit. The income of consumersdetermine the impact of price factors and has great influence on consumption demand,consumption amount and consumer behavior intention. As to purchasing place, super marketand fruit store are to be the primary target places. The accesses to information of kiwifruit arequite multiplicity and the main way is the media advertising and fen from introduction byfriends or neighbors. But consumer universal lack of knowledge of kiwifruit. Consumers donot have initiative to gain knowledge about kiwifruit while the producers don’t make enoughadvertisements. All this make consumer buy few kiwifruit and difficult to formed the giftsconsumer market. And consumers have little brand consciousness. The majority of consumersdo not really understand the origin, brand and varieties of kiwifruit they bought and comparewith Chinese kiwifruit they agree more the taste and quality of imported fruit. In view ofdifferent types of income consumer groups，producers should formulate correspondingmarketing strategies to meet different consumer demands．... |
PDF Full Text Request