| With the rapid development of our country economy,people's living standards improved,after the problem of adequate food and clothing,for a healthy lifestyle is becoming more and more attention.With its health,tea pollution-free advantages get of broad consumer love.As a fully fermented tea,black tea health care efficacy better,so it leads in the international tea market.And high-end is the high-quality goods in black tea,black tea is not just the quality,color,taste quality,contains more brand,packaging and additional value is high,its social value than function value,become a kind of representative identity,grade.But,look from the consumption structure of Chinese tea,black tea proportion is very small and deep understanding of the consumers of black tea;black tea brand awareness is weak.In the face of international tea brand in our country,our country high-end tea enterprises face more intense competition environment.High-end tea embodiment of choose and buy is consumers' propensity to consume and consumption behaviors,has a profound influence on the development of high-end tea enterprises.To study from the perspective of consumers of high-end consumer choose and buy the will of black tea and its influencing factors,to carry out differentiation in order to improve the market share is very important.However,the existing literature,the tea consumers intend to less influence factors,specific to high-end tea the willingness to spend is almost blank.Companies are unable to meet the high-end tea as required for the development of reference and reference.Therefore,this research choice behavior under the guidance of the theory in planning,in-depth study of high-end tea consumption will influence factors,so as to provide reference for high-end tea business differentiation and using for reference.In the perspective of consumers,this study based on high-end luxury property of black tea has a reference to luxury consumers' willingness to spend and influencing factors of research results,based on the theory of planned behavior,selected the consumers to buy high-end tea consumption attitudes,behavior,beliefs,subjective norms,normative beliefs,perceived behavior control,control belief,individual consumers six variables,design survey questionnaire.Then,to a pretest of the questionnaire,with small sample data analysis and judgment variables retain or not,and then the formal questionnaire investigation.Using correlation analysis,regression analysis,data processing,to come to the conclusion that lay a foundation for high-end tea marketing strategy.Through the study,the following conclusions:1.High-end tea purchase channels is given priority to with traditional physical stores.Through the analysis of the data of this study found that the high-end tea stores,shopping malls tea shop as the main buyer purchase channels,accounting for more than 70%;While only 20%of consumers choose to buy network.Therefore,high-end tea enterprises in the construction of distribution channels,still should give priority to with physical stores,vigorously improve the flattening of distribution channels,to adapt to the consumer's buying habits.2.High-end consumers black tea can be divided into four types,including planned buyers,brand buyers,neutral and negative buyer buyers.3.High-end tea consumption will influence factors,the perceived behavior control,the influence of social motive consumption is the strongest,followed by subjective norms,and cognitive attitude and behavior that show the effect is not significant... |
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