Analysis on Market Segmentation and Marketing Strategy of Vegetables Consumption ——A Case Study in Changsha
The paper has studied the beneficial segmentation status of vegetable consumption market with the statistical methods of factor analysis and cluster analysis. Its purpose is to promote the development of vegetable industry and its marketing strategy in Hunan province by deeply exploring the purchasing behavior and demography characteristics of vegetables purchasers in different segment market. The results indicate that the impact affecting on the purchasing behavior of vegetable consumers in Changsha city acts mainly in six categories, namely producing area, security，taste, facilitate, Variety, “appearance. Cluster analysis further revealed that the vegetable consumption market in Changsha City could be broken down into the consumer market for taste-type, security- type consumer market, convenience- type, visual- type and diverse consumer market- type consumer market.
Cluster Analysis Factor Analysis Market Segmentation Marketing Strategy Vegetable
SUN Yanhua ZHOU Faming LIU Xianghui
Business College of Hunan Agricultural University, P.R.China, 410128 Oriental Technology College of Hunan Agricultural University, P.R.China, 410128
国际会议
2009 International Institute of Applied Statistics Studies(2009 国际应用统计学术研讨会)
青岛
英文
1-8
2009-07-25（万方平台首次上网日期，不代表论文的发表时间）