Research on the purchase intention and influencing factors of niche alcohol brand products among the young consumer groups

Consumption diversification plays an important driving role in alcohol brand innovation, especially the young consumer groups show strong differences in the demand for alcohol products, which urges traditional alcohol enterprises to try to innovate niche alcohol brand products and attract small and medium-sized enterprises to invest in such brands. However, market issues such as whether young consumer groups will favor niche alcohol brands and they are willing to buy niche alcohol brand products still remain to be further studied. In this study, the purchasing intention and influencing factors of niche alcohol brand products of young consumer groups were empirically-studied by using questionnaire survey method and intelligent questionnaire distribution using Credamo platform. The results showed that young consumer groups paid high attention to niche alcohol brands, and the factors that significantly affect young consumer groups to buy niche alcohol brand products included consumer gender, monthly disposable income, purchase experience, product taste, product personalization degree, advertising attention, brand trust degree and so forth (P<0.05). Therefore, the marketing of niche alcohol brand products should focus on the needs of young consumer groups, enhance the awareness of alcohol brands, improve product consumption experience, optimize product distribution channels, and establish enterprise green marketing concepts, so as to increase the sales of niche alcohol brand products and create new business growth points for enterprises.