The Survey Of Consumer Behavior Both Buying Apples And Prefer Ence Of Apple Characteristic In Shaanxi Province

China Apple production and consumption country, Shaanxi Province, which is the main producing areas of Apple, Apple crisp, moderately sweet and sour, high warehousing and transportation, is a major producer of export and domestic consumption. Apple storage resistance properties make it a year-round supply of the fruit. In everyday life and leisure time and holidays, Apple is one of the most favorite fruits in Chinese men, women and children, their species diversity, rich taste satisfies the demand of the preferences of residents. Fuji Apple is one of the many varieties of cultivated acreage, highest-yielding varieties and varieties favored by consumers. But with China’s economic development, the national daily diet changes are happening quietly, more and more diversified consumer demand for Apple-flavored, is no longer a simple crisp and sweet can meet. So now the main Apple varieties available on the market can meet consumer demand over the next 20 years what changes in consumer demand for Apple’s consumer, to study in this paper, the contents and results of investigation are as follows:First of all, on consumers’spending habits survey, survey content consumption frequency, total consumption reasons, consumer sites, purchase, consumption and initially decides to buy the six varieties. Survey results show that most consumers will choose to buy apples in the Spring Festival and other festivals. In terms of consumption reasons, most consumers will buy Apple because of nutritious and delicious. The fruits of most city residents will choose convenience stores and street vendors to buy Apple. In terms of consumption and price, most consumer spending 5-10 pounds, a pound price at 2.5-5 Yuan. In the course of investigation, found that most consumers when shopping for Apple is the first factor to consider is the price.Second, consumers to research the features of Apple’s preference, such as size, shape, color, Apple Sour sweetness, texture and aroma of the six aspects of research. While the consumer division of gender and age. Resulting in different subculture preferences for features of the Apple. Women preferred the medium-sized, red, crisp, sweet Apple flavored and aromatic, male consumers prefer big, crisp, tart apples, the aroma requirement was not high.Last, integrated above analysis can have, in consumers decision process in the effects factors main is price and personal preferences, and in consumption shang most consumers will in Festival or usually purchased, once purchased volume most in 5 pounds following, according to age and gender Asia culture group distinguish consumers, will found different consumption groups on Apple different quality features as size, and color, and texture, and taste and aromatic aspects preference different.