关键词: 新疆红枣, 包装偏好, 购买渠道, 支付水平

Abstract: Based on sampling investigation of 429 jujube purchasers in Beijing and Shanghai，using Logistic model，the paper made an analysis on the consumer purchase behaviors and their influencing factors of Xinjiang jujube in this paper. The results show that most consumers prefer to buy jujube in the supermarkets，and spend less than 300 yuan on jujube per year. In addition，income，purchase purpose will affect consumer behaviors both in Beijing and Shanghai，beyond that，the awareness of jujube’s appearance and quality might impact consumer behaviors in Beijing significantly，while，consumer behaviors in Shanghai are also affected by gender，level of education and nutrition awareness. Some points should be notified as follows：（1）From packaging preferences，in Beijing market，the consumers who are younger，prefer to its taste and nutrition，using for gifts or direct edible choose to buy packing jujube from the supermarket. While the ones who are older，prefer to its appearance，using for soup are willing to buy jujube in bulk from the wholesale market. But in  Shanghai market，the consumers who have higher education and income，prefer to buy packing jujube in supermarket or speciality stores. And the consumers seem like to buy jujube in bulk for porridge. （2）From purchasing channel，in Beijing market，the consumers tend to choose to buy jujube for gifts or direct edible in the supermarket. While，the older ones and lower income，they concern much about the quality，usually prefer to buy jujube for soup in the wholesale market. And the consumers who have taste preference，prefer to buy jujube for gifts or to keep for storage. The people of younger with higher income，and gift consumers usually prefer brewing online shopping. In Shanghai market，women tend to buy jujube in stores or online. Older consumers prefer to buy red dates in the wholesale market. The consumers who are younger，higher educated，choose to buy jujube for direct edible or soup in the supermarket. Besides，the consumers who are higher income，or for gifts tends to buy jujube in stores or online. （3）From the level of payment，in Beijing market，women spend on jujube more than men，the consumers who are higher educated，higher income or for direct edible，are at lower payment level on Xinjiang jujube. While，in Shanghai market，consumers who are higher income，with nutrient preference，are at low-level payment on Xinjiang jujube. In general，based on grasping the domestic main market of consumer preference and behavior selection，only then will we be able to objectively determine the sales target of Xinjiang jujube，and develop sales strategy. The ultimate purpose is to improve the occupation rate of market of Xinjiang jujube.

Key words: Xinjiang jujube, packaging preference, purchase channels, payment level