摘要
以问卷调查的数据为基础,分析了北京市和郑州市消费者西瓜消费行为的基本特征,探讨了影响西瓜购买的决策因素和消费者对西瓜产品的评价。结果表明,西瓜在我国居民夏季水果消费中占据重要地位,户外消费的比例逐渐增大;西瓜的新鲜程度和口感是影响消费者购买决策最主要的两个因素,不同消费群体的西瓜购买行为存在较大差异。最后提出了相关建议。
Based on the data collected from a questionnaire survey carried in Beijing and Zhengzhou city,this paper analyzed the basic features of the watermelon consuming behavior and factors affecting the watermelon purchase decision-making process as well as consumer＇s evaluation on watermelon.The results showed that watermelon played an important role in fruit consumption in summer,and the proportion of watermelon outdoor consumption would gradually increase.The two priorities affecting consumers＇ purchase intention were taste and fresh.Different consumer groups had different watermelon consumption behaviors.At last,some relevant suggestions were proposed.
出处
《中国食物与营养》
2013年第12期36-40,共5页
Food and Nutrition in China
基金
农业部"现代农业西甜瓜产业技术体系"建设专项(项目编号:CARS-26-23)
关键词
西瓜
消费行为
实证研究
watermelon
consumption behavior
empirical research
