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1、北方交通大學(xué)碩士學(xué)位論文保健品消費(fèi)行為研究姓名：郭斌申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：關(guān)忠良2002.2.1AbstractAbstractThehealthfoodindustryofChinacomesintoahighspeeddevelopmentmomentThecompetitionofhealthfoodindus仃yisbecomingmoreseverityFacedwiththehugelatencymark

2、etandmoreseveritycompetition，themodemmarketingconceptionaskenterprisespaymoreattentiononthechangeofthebehavioranddemindoftheconsurnersFramequestionnairesurveymethodwasusedinthestudyThesurveywasbringintoeffectto1555eligib

3、lefamiliesatBeijing，Shanghai，Guangzhou，Chengdu，DalianTheinformationgainedduringthesurveywasanalysedwiththesoftwareSPSS80ThemateriaIshowsthat：奪ConsumersindifferentcityknowandwanttobuyhealthfoodsofdifferentbrandsTherewasno

4、dominantbrandacceptedbyconsumersgenerallyinthehealthfoodmarkettelevisionadvertisingholdsasafeleadofallmediumsthrougllwhichconsumersobtainhealthfoods’informationButthetopthreeinformationchannelthatconsumertrustmostarrange

5、inanorder：One’sownexperience，friendintroduceandtelevisionadvertisingConsumers’mainpurposetobuyhealthfoodswasforfamilyusesAboutonequarterofhealthfoodconsumersr89erdhealthproductsasgiftpresentrelativesandfriendsorotherpeop

6、leFamilyincome，andschoolinghavehigIlcolonyinclinetoregardhealthproductsasthegiR奪Theinvestigationshowsthatthefoillmajorfactorspaidcloseattentiontomostwhentheconsumerbuysthehealthfootisarerespectively：Resultofuse，price，pop

7、ularityofthebrandandsidecfrcct奪TheproportionofwomeninhealthproductsbuyersishigherthanmanwomenplayhigherfunctiononhealthfoodspurchasedecisionmakingthanmanAndmanoRenofferstheconsultingsuggestion11leconsumerswanttobuyhealth

8、productsatplacesuchasmarketsupermarketetc◆FamilyincomeIevelhasobviousdependencewiththeirexpensesonhealthfoodsThefamilieswithmonthlyincome10003000yu∞arethemainforceofhealthfoodsconsumersexpenditurewasabout140yu粕permonthHe

9、althfoodshavehugemarketspaceamongdevelopedcity奪ElderlysproportionoftakinghealthfoodsishiighestBuyerofhealthproductsandpersonwhotakethemwerenotcoincidentDatashowsthatpeopleundertheageof40generallytakehealthfoodsboughtbyth

10、emselvesforotherfamilyThrotIghtheanalyseonthe‘fl嗽hand’materialsgotduringthesurveythisstudyattainedconclusionontheconsumercognizestatusofheathfoodbrandstheinformationspreadapproachwitchisavailableorbelievabletotheheathfoo

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