Study On Residents' Moon Cakes Consuming Behavior In Fuzhou

It is well-known that Chinese people eat moon cake in the Mid-Autumn Day, in Fuzhou study shows that it about 80 million moon cakes consumers. However, sales of moon cakes are almost concentrated in the pre-holiday week. Therefore, it has great risk in moon cake industry. On the other hand, many people bought extravagant moon cake just want to make themselves look good some people even bought extremely expensive moon cake as a gift to bribe somebody. These situations exactly happened in Fuzhou moon cake consuming market. Besides, with more and more people are richer in Fuzhou, people demand different kinds of flavors, high quality, and safety for moon cake.According to the research both in China and overseas, and traditional consumption habits of the Fuzhou residents, this article did 2000 questionnaires about moon cakes consuming in Fuzhou from July 2008 to August 2008. Meanwhile, it has 1960 questionnaires are effective(over 98%), which means the research is reliable. The research targets were residents over 21years old.The result of the research reveals that local people in Fuzhou pay great attention to the brand of moon cakes. Chao Ya, Sunsmile and Anderson are the top three brands on the list of customers'favorite brand of moon cakes. They attracted all the customers with their taste, quality and brand image respectively. Due to the fierce competition in moon cake market, every company spares no effort in marketing. Their advertisements which are full of cultural connotations appeal to the customers enormously; therefore, customers in Fuzhou can remember a lot of brands of moon cakes. But the customers'brand loyalty still needs to be increased; there is no leading company in the moon cake market in Fuzhou. Outdoor promotion and Internet play an increasingly important role in marketing of moon cakes. In terms of packaging, most customers prefer plain packaging, which is consistent with increasing awareness of environment protection and health.