Study On The Influencing Factors And Satisfaction Of The Choice Of The Pistachio Channel Of The Consumers' Purcha Se A Company

With the rapid development of network technology and e-commerce,more and more companies use their existing resources to establish online channels,from single-use physical channels to multi-channel marketing campaigns.Consumers also use a single entity to purchase channels.Use multiple channel conversions.Diversification of marketing channels makes consumers have more diversified choices,so consumers' choice of marketing channels has attracted scholars at home and abroad.This article describes the personal,family characteristics,and purchasing behaviors of consumers who choose to purchase online and offline pistachios,and uses a binary Logit regression model to analyze the influencing factors of consumers' purchasing channels for company A's pistachios.Descriptive statistical analysis of consumer satisfaction with buying company A's pistachios channel revealed that consumers who choose offline purchase channels are more likely to see online stores than male consumers.Buy pistachios;older consumers are more inclined to buy pistachios at online stores;consumers with children are more likely to buy pistachios at offline stores.From the point of view of consumers who choose to purchase online channels,consumers aged 20-40 are more likely to purchase pistachios in online stores.Compared with students,professional and technical personnehl,eads of enterprises and institutions,and consumers of other occupations are more It prefers to buy pistachios online;women prefer to buy pistachios online.In addition,for consumers who choose offline channels,they are not particularly satisfied with the purchase environment,in-store services,and promotions of pistachios.Consumers who choose online channels are not particularly satisfied with pistachio's buying environment,in-store services,after-sales,payment methods,and Logits.Finally,according to the research conclusions,it puts forward countermeasures and suggestions for enterprises to better develop marketing channels,which provides decision-making basis for the improvement of corporate marketing channels,and helps companies to formulate new strategies more suitable for their own development.