Empirical Study on the Factors Affecting Consumer Satisfaction of Cigarette Products

Consumer satisfaction is an important factor affecting the willingness to purchase cigarettes. In order to find out the attribute indicators that affect consumers satisfaction with cigarettes, based on 77 cigarette indicators describing consumer satisfaction, 52 cigarette attribute indicators were selected through the orthogonal factor rotation and partial least squares regression analysis. The results showed that:(1) The identified 52 cigarette attribute indicators are positively correlated with customer satisfaction, and the correlation between the internal attribute, external attribute, abstract attribute, performance attribute and consumer satisfaction is 0.53~0.64, 0.45~0.55, 0.4~0.45, 0.30.39; (2) The results of partial least squares analysis show that the internal attribute is the most important attribute of cigarette products, which has the greatest impact on consumer satisfaction, followed by abstract attribute, external attribute and apparent attribute, and the impact degrees are 39.52%, 25.76%, 21.86% and 12.86%, respectively; (3) The evaluation of consumer satisfaction of cigarette products in different regions shows that consumers most value the internal attribute, and other attributes have different effects on consumer satisfaction in different regions.