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Investigation and Analysis of Consumers' Fruit Wine Cognition and Consumption Behavior

XU Shaorong;ZHANG Xiaokun;XIE Xiaoliang;ZHU Shaohua;LIU Weiping;Yantai Research Institute, China Agricultural University;  
Based on 520 valid questionnaires collected in Jiaodong area, we used the statistical description method to analyze consumers' cognition of fruit wine, and used the binary logistic method to analyze the factors affecting their consumption behavior. The results show that, in terms of cognition, most consumers have heard of“fruit wine”, but they have less knowledge of wine making, tasting, and its culture. Consumers have a higher recognition of the green, fashion, and healthcare value of fruit wine, and a lower recognition of its drinking and social value. In terms of consumption behavior, most consumers will drink or buy fruit wine, and they believe that fruit wine has good taste and high price. Fruit wine making mainly uses grape, plum, waxberry, apple, and wolfberry as the raw material, and foreign brands occupy a large market share. Physical stores and e-commerce are the main sales channels of fruit wine. The significant factors affecting consumers' purchase decisions are age, education background, value cognition, main ingredients, alcohol content, taste, quality and qualification.
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