Consumer Behavior Research On Tonic Wine

Recent years, our government is limiting the development of distilled spirit by adjusted tax system and advertisement management, which provide expend opportunity for tonic wine. At the same time, people are demanding that food should not only be touchable, but also be nutritional. Therefore, tonic wine will have a big potential market because it can satisfy people's need for nourishment and spirit. But, as an offset of health care food industry, tonic wine industry is influenced by bad impression, such as falsehood advertisement, credit standing et.. How to make feasible marketing strategy and tactic is a difficult problem for relevant companies in order to cultivate consumers. In the first place, we should analysis the consume behavior of tonic wine in order to make feasible marketing scheme because the analysis of consume behavior is foundation in making marketing scheme. People engaged in marketing should find out the attitude of target consumer to his product and how consumers perceive its brand, otherwise, he can't make good marketing tactics.The author analyzed the consume behavior of tonic wine with theory and demonstration. In chapter one, we introduced status quo and questions of tonic wine and review research achievements of consume behavior. Secondly, we introduced our research methods in chapter two. Thirdly, we investigate the influence of individual factor to consumer behavior. Situation and surrounding are important factors in behavior research. Author discussed the factors and reasons that influence behavior from terms of cultural, group and shopping circumstance. Author discussed the concept of cognition of risk and its important function in behavior research. According to above results, the author gave some advice to make marketing policy. At last, the author summarized research process and analyzed future research direction.