本文選題：購買行為的　切入點(diǎn)：快速消費(fèi)品　出處：《中國海洋大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：FMCG(快速消費(fèi)品)市場已成為世界上最具吸引力的市場之一。FMCG市場的產(chǎn)品通常具有被消費(fèi)者頻繁購買的特點(diǎn),從而這個(gè)行業(yè)取得成功很大程度上是取決于明確的市場定位和滿足客戶要求的程度。作為可持續(xù)增長的新興市場,中國和印尼被認(rèn)為是最受快速消費(fèi)品企業(yè)歡迎的國家。因此,本研究嘗試對比分析印尼和中國兩國的選定快速消費(fèi)品的消費(fèi)者購買行為。這項(xiàng)研究的具體目標(biāo)是：(1)分析選定的快速消費(fèi)品的消費(fèi)模式；(2)找到影響消費(fèi)者購買所選FMCG產(chǎn)品的因素；(3)對比分析中國和印尼兩國消費(fèi)者選擇FMCG產(chǎn)品的消費(fèi)行為。本研究為獲得必要的信息使用原始數(shù)據(jù)和二手?jǐn)?shù)據(jù),分析中國和印尼兩國的消費(fèi)者行為。采用三種主要方法(文獻(xiàn)整理,深度訪談和訪談)收集在這項(xiàng)研究中所需的數(shù)據(jù)并且主要的分析方法是描述性統(tǒng)計(jì)。結(jié)果顯示,中國受訪者每月購買快速消費(fèi)品一個(gè)月四次以上,而印尼受訪者只有一次。大多數(shù)的中國受訪者通過互聯(lián)網(wǎng)搜索FMCG產(chǎn)品,而印尼受訪者的信息來源主要是電視。基于儲蓄的傾向,中國受訪者喜歡去大賣場而印尼受訪者其更喜歡去普通超市。中國和印尼受訪者在影響購買的因素和購買快速消費(fèi)品的平均花費(fèi)時(shí)間(1小時(shí))上有著相同的結(jié)果。最后,產(chǎn)品的利用是中國和印尼受訪者在購買快速消費(fèi)品考慮的最重要因素。
[Abstract]:The FMCG market has become one of the most attractive markets in the world. So much of the industry's success depends on a clear market positioning and meeting customer requirements. As emerging markets with sustainable growth, China and Indonesia are considered the most popular countries for fast-moving consumer goods companies. This study attempts to compare consumer buying behavior of selected fast moving consumer goods between Indonesia and China. The specific goal of this study is to analyze the consumption patterns of selected fast moving consumer goods (FMCG). This study analyzed the consumer behavior of FMCG products in China and Indonesia. In order to obtain the necessary information, we used the original data and the secondary data. Analysis of consumer behavior in China and Indonesia. Three main methods (literature review, in-depth interviews and interviews) were used to collect the data needed in the study and the main analytical methods were descriptive statistics. Chinese people buy fast moving consumer goods more than four times a month, compared with Indonesia's only once. Most Chinese search the Internet for FMCG products. Indonesia's interviewees' sources of information are mainly television-based on their propensity to save. Chinese interviewees prefer to go to hypermarkets, and Indonesians prefer to go to regular supermarkets. Chinese and Indonesian respondents have the same results on the factors that affect their purchases and the average time spent on buying fast moving consumer goods (FMCG). The use of products is the most important factor for Chinese and Indonesian respondents in buying FMCG.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F713.55

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本文編號：1573035