A Study of Consumer Satisfaction in the Fruit Wine Market in Weifang Based on SEM Equations

Abstract

In recent years, people's interest in healthy drinking has gradually increased and the market for low-proof fruit wines is growing rapidly. As a new and fashionable product, the market for fruit wine has much room for development. This study takes the Weifang fruit wine market as an example and investigates the current situation of the fruit wine consumption market and consumer satisfaction to find out how satisfied consumers are with the current fruit wine market and what factors are the main influencing factors of consumer satisfaction. This paper explores satisfaction based on models such as SEM structural equations and SCBS, and finds that the degree of influence of each dimension is ranked in order of total effect: organisational marketing > cultural perception > product experience > functional evaluation.