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An Empirical Study on Women Consumers' Purchase Intention of Fermented Wine Drinks— Taking Female Consumers in Yinchuan Region as an Example

Zihan Shen


In recent years, with the continuous development of China's economy and the increasingly open society, female consumers have gradually become the main force in the contemporary consumption trend, and are gradually considered as a new opportunity for national economic development and the main support of price increase profits. In China, women control 60 percent of the turnover in the domestic market, and 80 percent of the household consumption. In this context, consumption is not only the economic behavior in the social life of contemporary Chinese women, but also the social behavior and its cultural form. Many enterprises have also found this and made more products that favor female consumers to meet the consumer needs of contemporary women. This trend is reflected in the wine market, which is traditionally dominated by men.


Female Consumers; Fermented Wine Drinks; Purchase Intention; Theory of Planning Behavior; Theory of Perceived Value

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Included Database


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DOI: http://dx.doi.org/10.18686/fm.v8i2.6588