Analysis on the Factors Influencing the Behavior of Purchasing Enterprise Brand Fruits: Empirical Study Based on 312 Consumers in China

Based on summarizing the factors that influence consumers' purchasing of fruits and vegetables, by establishing the theoretical framework that describes the factors influencing the behavior of purchasing enterprise brand fruits, designing the questionnaire, collecting data, and analyzing the data of 312 consumers by binary logistic regression, this article finds that there are mainly 6 factors influencing the behavior of purchasing enterprise brand fruits, namely, gender, the convenience of purchase, taste, evaluation after tasting, tasted or not, and whether relatives or friends buy. Among them, the first four factors have a positive effect, while the last two have a negative effect. The biggest influential factor is whether relatives or friends buy, followed by tasted or not, the third is an evaluation after tasting, and the fourth is the convenience of purchase. Taste and gender are, respectively, ranked fifth and sixth. Based on the above conclusions, this article puts forward some countermeasures and suggestions, which can be listed as follows: to expand the marketing channels of enterprise brand fruits, to improve the convenience of purchase, to improve the quality of enterprise brand fruits, to pay attention to the improvement of taste, to give full play to the publicity role of the government and enterprises, and to improve the popularity of enterprise brand fruits.