Research on the Market Situation of Fruit Wine in Weifang and the Factors Influencing Consumers

Shuhan Liu; Leyang Li; Bingyi Yang; Hangxuan Wang

doi:10.2991/978-2-38476-092-3_189

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Research on the Market Situation of Fruit Wine in Weifang and the Factors Influencing Consumers

Authors

Shuhan Liu¹^{, *}, Leyang Li², Bingyi Yang³, Hangxuan Wang²

¹School of Management, Xiamen University Tan Kah Kee College, Zhangzhou, China

²School of Accounting and Finance, Xiamen University Tan Kah Kee College, Zhangzhou, China

³School of Humanities and Journalism, Xiamen University Tan Kah Kee College, Zhangzhou, China

^*Corresponding author. Email: 2432226903@qq.coom

Corresponding Author

Shuhan Liu

Available Online 9 September 2023.

DOI: 10.2991/978-2-38476-092-3_189 How to use a DOI?
Keywords: Fruit wine market; Consumer satisfaction; Group portrait; Logistic model; Variance analysis
Abstract: In recent years, the market for low-grade fruit wine has grown rapidly and has a large development potential. This study takes the fruit wine market in Weifang City as an example and conducts a differential analysis of the current situation of the fruit wine consumption market and consumer satisfaction. A hypothesis test was used to initially screen the variables related to fruit wine awareness and consumption, and a logistic regression model was put into place to explore the specific effects of each relevant variable on the dependent variable, and a portrait of fruit wine high awareness groups and key consumer groups was conducted, so that organizational marketing > cultural perception > product experience > functional evaluation could be known, and thus precise marketing could be conducted for key and potential user groups.
Copyright: © 2023 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 2023 9th International Conference on Humanities and Social Science Research (ICHSSR 2023)
Series: Advances in Social Science, Education and Humanities Research
Publication Date: 9 September 2023
ISBN: 978-2-38476-092-3
ISSN: 2352-5398
DOI: 10.2991/978-2-38476-092-3_189 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Shuhan Liu
AU  - Leyang Li
AU  - Bingyi Yang
AU  - Hangxuan Wang
PY  - 2023
DA  - 2023/09/09
TI  - Research on the Market Situation of Fruit Wine in Weifang and the Factors Influencing Consumers
BT  - Proceedings of the 2023 9th International Conference on Humanities and Social Science Research (ICHSSR 2023)
PB  - Atlantis Press
SP  - 1480
EP  - 1486
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-092-3_189
DO  - 10.2991/978-2-38476-092-3_189
ID  - Liu2023
ER  -

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