Study on Influencing Factors of Consumers’ Purchase Inten_x005ftion of Year Series Products of Guizhou Z Liquor Company —— Taking Guizhou as an Example
Abstract
Z Liquor Company have attracted much attention. However, in the fierce market competition environment, understanding consumers’ will_x005fingness to buy these products and influencing factors has become an important basis for the company to formulate marketing strategies. The
purpose of this study is to explore the influencing factors of consumers’ purchasing intention of Guizhou Z liquor company’s annual series
products. The research conclusion points out that the factors that affect consumers’ purchasing of Guizhou Z liquor company’s annual series
products mainly include brand preference, satisfaction and brand identity. These factors interact with each other and comprehensively affect
consumers’ willingness to buy. For Guizhou Liquor Company, knowing these factors can better formulate marketing strategies and improve
product sales.
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DOI: http://dx.doi.org/10.18686/fm.v9i1.12071
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