Study On The Influencing Factors And Countermeasures Of Brand Tea Consumption Behavior

China's tea culture has a very long history,tea is a very famous business card.In the process of the rapid development of social economy,people's living standards have been greatly improved.At the same time,people's pursuit of tea is also constantly improving,and their attention to the brand of tea products is also increasingly high.Consumers are the source of brand value creation and realization.To meet the relevant needs of consumers,we must study the consumption behavior of brand tea.In today's competitive environment of tea market,it is necessary to study brand tea consumption behavior and cultivate China's own strong brand of tea products.From the perspective of consumers,this paper studies the heterogeneous consumption and brand consumption,and designs a questionnaire based on the latent variable index of brand tea consumption behavior.The purpose is to explore the factors that affect brand tea consumption behavior,better meet the needs of consumers,and bring better consumption experience for consumers.At the same time,according to the factors that affect consumers Su put forward relevant suggestions to improve the brand awareness and sales volume,and provide reference for the management department on how to transform and upgrade the tea industry and how to further improve the possibilityof consumers to purchase tea for tea enterprises.The specific research process is as follows: through literature reading,analyze the reasons that affect the heterogeneity of consumers' consumption preferences and the influencing factors that affect consumers' brand consumption;select the relevant influencing factors to build the influencing factors of brand tea consumption behavior;with the help of statistical software SPSS and Amos,study these influencing factors through difference analysis and structural equation model The influence of element on brand tea consumption behavior.The conclusions of this study are as follows: first,from the demographic factors such as age,gender and occupation,this paper analyzes the influence of consumers on their choice of consumption behavior when purchasing brand tea,and finds that gender,age,occupation,income and education level have significant influence on the consumption behavior of brand tea.Secondly,according to the analysis and research of various influencing factors,brand experience,service experience and relationship experience all have significant influence,among which relationship experience has the most significant influence on brand tea consumption behavior;the most influential factor in service experience is store environment,the most influential factor in brand experience is brand publicity activities and advertisements,and the advantage provided to consumers in relationship experience Thirdly,from the analysis of brand tea consumption behavior,it is found that these factors have the most significant impact on whether consumers will repeat the purchase of the brand tea,and the least impact on which brand of tea consumers choose.