Research On The Influence Of Yongchun Bergamot Tea Brand Cognition On Tea Consumers' Intention

Yongchun Foshou Tea industry has always been supported by the Yongchun local government and has become one of the pillar industries there.And it is the most important tea varieties.Yongchun Foshou Tea is good varieties of oolong tea.And it is a nationalcertification of geographical indications products,its development has a long history,forming a certain brand.The Brand awareness is the starting point of the formation of brand value,in recent years,Yongchun bergamot tea brand in the continuous development of the 2016 Chinese tea regional public brand value ranking,Yongchun bergamot tea brand value of 1.484 billion yuan,ranked 31 Bit,belong to the upper level[1].And the top ten Anxi Tieguanyin,Xinyang Maojian,Yunnan Pu'er tea and other regional tea brand compared to Yongchun bergamot tea is still a big gap.Therefore,to enhance the consumer awareness of the region's tea brand,and then promote the expansion of Yongchun bergamot consumer market for the development of Yongchun bergamot tea industry,has important practical significance.Based on the theory of planned behavior,this thesis builds brand awareness through five dimensions:brand awareness,brand association,brand social image,perceived quality and perceived value.Based on the theory of brand cognition and consumer willingness,On the basis of this,the author further builds the model of consumer brand cognition to the consumption intention of Yongchun bergamot tea,and studies the influence of consumer brand cognition on the willingness of tea consumption in Yongchun.The results show that the five elements of tea brand cognition have significant positive effects on the consumer's willingness to purchase Yongchun bergamot tea,and the gender and monthly income of consumers in the brand cognition to consumers to buy Yongchun bergamot tea consumption intention has a significant impact on age,education is no significant impact.Based on the above conclusions,this paper puts forward the strategy of Yongchun bergamot tea brand,which is suitable for the regional characteristics,resource advantages and industrial characteristics of Yongchun County,and the trend of brand development and tea consumption trend.