波兰医生购买乳制品决策的决定因素:基于性别的分析
Anna Nowak1, Aneta Jarosz-Angowska1, Artur Krukowski1
1Department of Economics and Agribusiness, Faculty of Agrobioengineering, University of Life Sciences in Lublin, Lublin, Poland.
PloS one
|February 27, 2026
概括
在购买乳制品时,波兰医生优先考虑健康,质量和实用因素,例如保质期. 性别对这些决策有一些因素的影响,导致不同的客户群体.
科学领域:
- 消费者行为 消费者行为
- 食品市场营销 食品营销
- 医疗专业人员 医疗专业人员
背景情况:
- 了解乳制品市场的购买行为对于有效的营销策略至关重要.
- 作为专家消费者,医生为产品决策提供了独特的见解.
- 关于影响波兰医生购买乳制品决策的因素的研究有限.
研究的目的:
- 确定影响波兰医生购买乳制品决策的因素.
- 分析性别对这些购买决策的影响.
- 根据购买行为来定义客户细分.
主要方法:
- 使用计算机辅助个人采访 (CAPI) 进行了一项调查.
- 使用了一种具有比例的领土分配的有目的抽样方法.
- 应用了主要组件因素分析 (PCFA) 来识别潜在因素.
主要成果:
- 医生在购买乳制品时考虑健康,质量,保质期和商店可用性.
- 在26个变量中的6个变量中,在决策因素中观察到基于性别的显著差异.
- 根据购买驱动因素,PCFA确定了不同的客户群.
结论:
- 波兰医生购买乳制品的决定是多因素的.
- 性别在塑造这些决策方面发挥着部分作用.
- 这项研究为乳制品市场中医生人口群体的细分提供了宝贵的见解.
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