Abstract

Chinese white wine(hereinafter referred to as white wine) is with profound cultural heritage. In this paper, the influencing factors for consumers to purchase small bottle wine are selected as the research object and analyzed. Lianglu small bottle wine (hereinafter referred to as LL Small bottle wine) from Lianglu Liquor was selected as the specific research object.

In the purchase of whie wine, consumers gradually changed their rational purchase from price oriented to product oriented. Small bottle wine has become one of the most popular types of white wine among consumers because it has many characteristics such as moderate drinking, sanitation, and portability. In the increasingly competitive market, the study of the factors affecting the purchase behavior of small bottle wine purchase will help to understand the marketing model of white wine and the consumer behavior of C-end customers.

At the same time, it is of practical significance to guide the future development direction of enterprises and formulate marketing strategies. Based on the “ LL small bottle wine” as the research object, firstly it summarizes the research results domestic and abroad, combined with the theoretical basis. From personal characteristics, product characteristics, subjective cognition, consumption environment four aspects to build “ LL small bottle wine ”purchase behavior influence factor of theoretical analysis framework, and then through the descriptive analysis, variance analysis and study a series of factors influencing the degree of influence on the buying behavior of cold dew small liquor and significant.

The results show that among the individual characteristics, the age and gender of consumers have a significant influence on the purchase behavior of LL small bottle wine. Product characteristic factors had a significant influence on the purchase behavior of “ Lianglu small bottle wine ”, among which, taste > quality > price > brand > packaging > alcohol degree; Among the subjective cognitive factors, consumer attention and consumer satisfaction had a positive and significant influence on the purchase behavior of “LL small bottle wine”. Among the factors of consumption environment, the enterprise behavior has a significant influence on the purchasing behavior of “LL small bottle wine”. Finally according to the empirical analysis of the conclusion to provide some suggestions for the development of LL liquor.

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