Xishuangbanna Cigarette Consumer Behavior Research

From a global perspective, the tobacco industry has always been an important component of national economic development. In China, the tobacco industry is an important source of national revenue. In Yunnan, the tobacco industry is a pillar industry for economic development, Yunnan tobacco has a national leading position in the cigarette market share and brand influence, etc.But along with the tobacco industry's reform and development as well as the unfavorable factors of the international financial crisis on domestic economic development, combined with China's accession to WTO and the "Framework Convention on Tobacco Control" in China, the tobacco industry's development is strictly limited, which has brought the tobacco industry great challenges in China, as well as foreign tobacco giants'strong impact. Under the influence of the tobacco industry's greater environment, the Xishuangbanna state tobacco company in southern Yunnan Province also faces unprecedented opportunities and challenges. Some of its inherent business model and method has been incompatible with the requirements of development. In order to enable the coordinated development of the tobacco companies, the key point of solving the issue is focused on the end-consumers of cigarettes. The final analysis, it is consumers who do the real purchase and consumption of cigarettes. Thus from the point of the cigarette consumer, research on the cigarette consumer behavior has great significance on the development of the tobacco business enterprises.In this paper, the author used the theory and research findings related to consumer psychology and behavior, combined with nearly three years'sales data of the Xishuangbanna tobacco companies, analyzed the market situation and development trend of the Xishuangbanna tobacco. And data was collected on the basis of market research and full-depth interviews. From supply and demand characteristics of the Xishuangbanna cigarette market, using descriptive statistics, correlation analysis, correspondence analysis, cluster analysis and other statistical methods, author analyzed the factors affecting cigarette consumption behavior, including consumer psychological factors, personal statistics factors, purchasing factors, brand factors.Based on the analysis of the above factors, it is summarized that there are problems and shortcomings in Xishuangbanna cigarette business. And from product, price, channel, promotion, marketing strategy is put forward.