ScholarWorks@동국대학교

초록

This study focuses on the Chinese soft drink market and explores the impact of personal characteristics on the pricing strategy choices of college students for soft drinks. By collecting 368 valid samples via a questionnaire survey, this study investigates how personal characteristics—including gender, education level, living expenses, major, and region—relate to integer and odd pricing choices, using demographic characteristics as the analytical basis. The research results show that gender and region have a significant impact on pricing strategy selection: female consumers tend to prefer odd pricing, while consumers outside Guangdong Province have a more pronounced preference for integer pricing. However, the impact of education, living expenses, and major on pricing strategy selection did not reach a statistically significant level. Based on the above research conclusions, this article proposes a series of marketing suggestions, including precise pricing strategies, regional marketing plans, and digital interaction and personalized pricing, in order to provide theoretical basis for soft drink enterprises to formulate more effective market strategies.

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