Study on Market Segmentation of Fruits Consumer in Urumqi City(PDF)

《北方园艺》[ISSN:1001-0009/CN:23-1247/S]

Author(s):: WANG Taixiang; WANG Teng; (Research Center for Agricultural Modernization,Shihezi University,Shihezi,Xinjiang 832000)

Abstract:: Fruit market in China has entered into the buyer′s market period,and consumers′ interest demands are being various day by day.It is necessary for fruit producers or marketers(or enterprises) to subdivide the consumers in order to meet the targeted audiences′ expectations more effectively.Based on the survey data of urban consumers of Urumqi,this paper adopted factor analysis and cluster analysis to delineate the types of fruit market.Cluster analysis indicated that the fruit consumption market can be divided into three types：taste type,visual type and safety type.And the demographic characteristics and purchasing behavior characteristics on different market segments were summarized in this paper.All of these analyses were designed to provide some references for fruit producers or marketers(or enterprises) to make marketing strategies effectively.

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Last Update: 2017-05-17