Research on factors influencing household consumption-take wine as an example

It has been a great increase on wine consumptions these years. This article aims to identify those of the factors that have an impact on the wine consumptions and to perform clustering to summarize customer segmentation markets. The method of stratified multiple linear regression and stepwise multiple linear regression are used in this article. This article analysis fourteen important factors that may have an effect on wine consumption of a survey on 2240 registered consumers. Through the research in this article, it can be concluded that the consumption is strongly related to age, education, income, the number of times one visits the store. Meanwhile, the number of children in the family has a significant negative impact on alcohol purchase. Whats more, the study also finds that making some promotions could have a positive impact on wine consumption. This article also makes a guideline to the company to better understand their customers.