Analysis of the Satisfaction of Chinese Young Consumers to Baijiu

This study aimed to analyze the key factors influencing the satisfaction of young Chinese consumers with Baijiu (a traditional Chinese liquor) and subsequently to propose targeted marketing strategies. By integrating the Howard-Sheth model and China Customer Satisfaction Index (CCSI), a comprehensive framework was constructed to evaluate the perceptions of young consumers. Through a survey of 1,052 young consumers, data were collected and analyzed using Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA). The results revealed that product quality and perceived quality are the most significant factors, while brand image has limited influence. A positive attitude toward the product directly impacts satisfaction. The study highlights the importance of prioritizing product quality and consumer-centric marketing strategies to cater to young consumers. Furthermore, this study incorporated Necessary Condition Analysis (NCA) to further explore the critical factors influencing young consumers’ attitudes towards purchasing Baijiu. The NCA results highlighted that a clear purchase attitude is a necessary condition, while perceived quality is one of the necessary conditions for forming such an attitude.