关键词: 新疆, 水果, 购买渠道, 华南市场

Abstract: In order to make it clear that the condition of consumption of xinjiang’s fruits in the southern China markets, we make a survey with random sampling interviews type. And then we make use of the binary Logistic regression model, which is based upon market survey on consumers in Guangzhou and Shenzhen, this paper carries out analysis on xinjiang’s fruits purchase channels and influence factors. The findings reveal that consumers in southeast market mainly buy xinjiang' s fruits from supermarket chain and fruits franchise store. The reasons that consumers choose to purchase xinjiang's fruits in supermarket chain are fruits quality, consumer income, expenditure level as well as purchase frequency, among which fruits quality is the foremost factor; the reasons that consumers choose to purchase xinjiang's fruits in fruits franchise store are fruits appearance, package, gift purpose, education level, consumption ability as well as purchase frequency, among which fruits appearance, package, gift purpose are the foremost factors. Moreover, in view of price factor and income, some consumers with lower education are willing to purchase in wholesale market; some young female consumers with higher education also choose to buy from on-line store.

Key words: Xinjiang’s Fruits； , purchases channel； , Southeast China Market