The Research On The Urban Residents’ Of Urumqi Wine Consuming Behavior

With the improvement of people’s income level, the popularity of wine cultureand knowledge, as well as the importance of nutrition and health of consumers, wineconsumption in our country to show rapid growth. Rapid warming of the wineconsumer market, attracting the attention of many companies, they urgently need tounderstand the consumer’s wine consumption behavior in order to develop effectivemarketing strategies and tactics. Researching Urumqi resident in wine consumptionbehavior has theoretical guidance in promoting the wine industry optimize marketingstrategies and tactics and better meet the growing consumer demand for wine inUrumqi.For marketers, consumer behavior is the entrance of consumer demand analysis,understanding consumer buying behavior; they will be close to the psychologicalneeds of consumers. The basic concept of marketing think meeting consumer demandis the basis for the company’s existence. Only better than their competitors in meetingconsumer needs, companies can through the clutter and remain undefeated. ForChina’s wine market, in the current study, from macro level and enterprise level more,not much from the study at the consumer level, and more qualitative research-based,empirical research below normal.Based on theory and research on consumer behavior at home and abroad wineconsumption behavior of consumers. This article conducted analysis from externalfactors, internal factors, demographic factors and corporate marketing factors,screening, summed up the concept of consumer culture, referring to the group effectwine effectiveness of cognitive, product quality, price, place, promotion anddemographic characteristics and so on. Constructing wine consumer behaviorinfluencing factors theoretical model. Learn the theory of literature and field surveys,designing scale to measure the relevant variables, organized into a questionnaire.Collecting relevant data from the survey in Urumqi. Through the analysis of the data,to examine significant factors and the effectiveness of the model. On this basis, makerecommendations for the wine business.