The Research Of Succulent Plants Potted Product Consumption Behavior In Shenyang

In this thesis, the main target is to explore consumer behavior in Shenyang potted succulents products, to further the understanding of succulents consumer groups. Research by the gender, as a market segmentation variables(purchase frequency, purchase purples), to explore the change of consumer behavior in different market segments; by using the chi square identification. From the major network-investigation of platform saling identifies succulents potted attribute levels, then explore Overall consumer preference structure of succulents potted product attributes and their respective levels through joint analysis, combining analysis of demographic variables characteristics and market segmentation, to research different succulents potted product consumer groups, consumer behavior preferences. This helps the succulents industry to develop product marketing effective marketing strategy in practice, establishing of a mature succulents potted products business system, promote product potted succulents from small minority to the public, to the retail terminal, which is of great significance to promoting China succulents market development.First, research succulents potted conduct network marketing and analysis it. Liaoning province succulents products have obtained from the survey by the network, from the Taobao and Tianmao 1569, other shopping sites 152, a total of 1703. Calculated an average price Succulents potted product was 9.915 yuan. Taobao selling 100 models of potted succulents, the ceramic pots appeared 44 times, glass pots appeared 14 times. While 44 models in white ceramic ceramic pots have 32, in order to determine consumer succulents potted products various attributes and their levels right.Based on consumer buying behavior research results, succulents potted consumer purchases, purpose, location, and more meat, the planting instructions on obtaining channels, whether the late pruning and replacement performance and so these different buying behavior. The result of Chi-square identificate can be seen:There is a difference between the purpose of the three factors that consumers succulents potted consumer behavior and gender, the number of purchases, the purchase. Research results show that in the case of plant growth conditions are bad, or that grow too large,60.54% of people choose to trim the plant, in the case of multi-meat combinations poor plant growth or death,78% of people will choose to replace the plants. And women are more inclined to trim plants than men.13% of consumers will choose to buy online potted succulents, and most consumers receive information from the network channels, cultivation, and gift-type consumers compared to consumers in more occupied type preference for businesses to provide cultivation information; there are 49.25% of the business combination of self-use consumers choose a good product. Gift type of consumers choose business combination ratio of 33.77%. In addition, market share analysis and forecasting simulation results show the highest market share of 9.Based on investigation and analysis, the thesis discusses succulents potted product marketing strategy from four aspects of product, price, service, promotion. Finally, this thesis analyzes the existed limitations and directions for future research studies.