| 酸奶消费者购买行为的实证研究 |
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| 引用本文： | 路鹏,穆维松,周云.酸奶消费者购买行为的实证研究[J].乳业科学与技术,2007,29(2):84-85,91. |
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| 作者姓名： | 路鹏 穆维松 周云 |
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| 作者单位： | 中国农业大学信息与电气工程学院,北京,100083 |
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| 摘 要： | 以在校大学生问卷调查为例,应用联合分析法,运用极差分析、方差分析的统计学方法得出结论:价格是影响消费者酸奶购买行为的最显著因素;品牌和包装类型对酸奶购买的影响不相上下;净含量和保质期对消费者酸奶购买影响较小。乳品企业应针对不同的消费群体开发相应的产品、制定不同的市场营销策略。
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| 关 键 词： | 酸奶 消费者购买行为 联合分析 方差分析 |
| 文章编号： | 1671-5187（2007）02-0084-03 |
| 收稿时间： | 2006-11-16 |
| 修稿时间： | 2006-11-16 |
Research on Consumer's Purchasing Behavior of Yoghurt Market |
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| Lu Peng,Mu Weisong,Zhou Yun.Research on Consumer''''s Purchasing Behavior of Yoghurt Market[J].JOURNAL OF DAIRY SCIENCE AND TECHNOLOGY,2007,29(2):84-85,91. |
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| Authors: | Lu Peng Mu Weisong Zhou Yun |
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| Institution: | Information and Electric Engineering college of China Agriculture University, Beijing 100083, P. R. China |
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| Abstract: | The research surveyed university students and analyzed the characteristics of the consumers. The conclusion was that price is the most important factor when consumer make the purchase decision. The companies should make different marketing strategies depending on different consumer groups. |
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| Keywords: | yoghurt consumer purchase behavior conjoint analysis analysis of variance |
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