Research On The Behavior Characteristics And Marketing Strategy Of Tea Consumers In Fuzhou

Based on the research of related academic literature,this paper comprehensively uses methods such as interviews,questionnaire surveys,and mathematical statistical analysis to use SPSS software for data analysis.The research results show that the behavior of tea consumers is affected by personal factors,psychological factors,demographic characteristics,social factors and other factors,and their performance levels are different.Specifically,the study found that more than half of consumers agree that it is safer to purchase pollution-free tea or organic tea than ordinary tea.Consumers' willingness to purchase organic tea at a high price is very high;consumers of different ages are The distribution of the willingness to purchase organic tea at a high price shows that adult consumers' willingness to purchase organic tea at a high price is very high;the gender,age and monthly income of consumers have an impact on tea drinking habits and purchasing habits.Consumers with high consumption are accustomed to buying tea in large quantities at one time,while young consumers are accustomed to buying in small quantities and many times;consumers with higher monthly incomes are also more likely to accept the price of tea;consumers with higher incomes are more inclined to tea Tastes;for consumers of different ages to start drinking tea,consumers under the age of 18 more value the convenience of drinking tea,while consumers over the age of 18 value the health characteristics of drinking tea;from the perspective of gender,women Consumers pay more attention to the outer packaging of tea,while male consumers pay more attention to brands and manufacturers.According to the survey results,this article puts forward practical marketing strategies for organic tea,health culture marketing and brand marketing,etc.,which provide reference and guidance for the actual use of local tea enterprises in Fuzhou.