Analysis Of The Research On Chinese People’s Consumption Of Fresh Apple

Apple, as the most important fruit in our country’s fruit market, is popular among customers with its bright color, sweet flavor and rich nutritional value effects. With some variations of apple market in our country and constantly improvement of the per capita income, consumers’ preference is also undergoing corresponding changes. Thus, through research on apple consumers’ preferences, this paper will analyze and summarize the preference characteristics of different consumers regarding to different qualities of apple.Therefore, it will provide a basic clue for apple production and market consumption trends. A systematic research on the purchasing behavior of consumers and clarifying the influence of the key factors to apple purchasing behavior in our country provides theoretical basis for the apple industry to carry out market segmentation, formulate marketing strategies, cultivate new apple varieties and develop apple production process.This paper will analyze consumer behavior characteristics of apple from two aspects.The first part analyzes the behavior and preferences of consumers about apple consumption(purchase). The second part will analyze the impact of consumer characteristics on fresh apple consumption behavior.The results of analysis show that the most important factors when Chinese consumers purchase apple are intrinsic quality, freshness and price. The main reasons of apple consumption are that apple is nutritious and it has good taste and can prevent diseases. The main force of purchasing apple is women. Most consumers purchase a certain number of apples during four seasons. Apple consumers purchase frequency is typically 1-2 times a week and they are more inclined to prefer 2~2.5 kg bulk bag packages. Consumers like apple appearance which is red, medium and circle-sized. They prefer apple with sweet testes and crisp flesh. From the analysis of the impact on consumption behavior, it can be concluded that apple is a major choice of fruit in the northern China. Women pay more attention to apple’s prices, while men pay more attention to convenience of purchasing. Every aged consumer are pay more attention to apple’s nutritional value and health benefits. In addition,consumers of different occupations buy apple with different considerations. Generally speaking, high-income consumers pay more attention to apple’s inherent quality and taste andrelatively low-income consumers put the price factor as certain considerations. By analyzing the different characteristics of different consumers, this paper will remind apple industry or enterprise to consider a variety of factors when they make marketing strategy so as to meet the needs of different consumer groups.