Research On Behaviors Of Cigarette Consumers And Marketing Strategy For The Dealers

With China’s accession to the WTO, the government cut down the intervention such as tariffs and trade barriers, tobacco-industry in China faces intense competition with foreign tobacco giants. At the same time, as the implementing the WHO Framework Convention on Tobacco Control gradually deepens, tobacco-industry is under huge pressure about smoking control. Under pressure on both fronts, the State Tobacco Monopoly Administration demands various levels tobacco companies to construct marking system for customers and cultivate well-known brands as well as reducing cigarette harm to upgrade industrial structure.About overall arrangement, Shaoxing tobacco company-Zhuji Branch should try to explore good methods on marking system for customers and cultivating well-known brands and achieve results. On the other hand, they not only need to control the total quantity of cigarette, but also focus on reducing cigarette harmful effects. So studying the behaviors of cigarette consumers to formulate the marketing strategy can help company to achieve the above goals, and has important practical significance.In this thesis, large amounts of cigarette consumers in Zhuji were assessed, large date based on sample survey were selected, relevant theories of consumer behaviors were used and further analysis on logical and deductive methods so as to come to conclusion about the cigarette consumer behaviors, and is used to guide the marketing strategy.The research conclusions show that cigarette consumer behaviors were greater effected by cigarette brand, taste, origin, packing, word of mouth, social consumption environment and so on. The attitude attributes preferences of cigarette consumers are different for same brand different prices, and the property intensity of the consumers’ evaluation on same price different brands is also different. Cigarette marketers only in-depth analysis and aim at the characteristics of consumer behaviors, they can contribute to making marketing strategies and establish the marketing system oriented for customers.