Analysis on Influencing Factors of Strawberry Purchasing in Beijing

摘要

The consumers in Beijing are taken as the main research objects in this paper to study the impacts of different factors on strawberry purchasing, and the strawberry consumption data is obtained based on the field survey and the descriptive statistics show that the consumer mainly focuses on the taste and ignores the brand in strawberry purchasing; the high price and losing freshness are the main reasons that the consumers are not willing to purchase the strawberry. Based on the research, it is found that the strawberry producers have the following problems, such as high strawberry pricing, improper selection of promotion method and marketing channel etc. As for these problems, it is proposed that the competition-orientated pricing method can be selected, the discount promotion and price-off promotion method can be adopted in the strawberry sales process and the greengrocery shall be given preference for marketing channel etc.