Attribute of variable

Variable name

Variable definition

Dependent variable

The monthly cost of purchasing RIO cocktails

1) Under 20 yuan

2) 20~50 yuan

3) 50~150 yuan

4) Above 150 yuan

Independent variable

Core explanatory variables

Satisfaction with RIO cocktails

Base wine

1) Highly dissatisfied

2) Dissatisfied

3) General

4) Satisfied

5) Highly satisfied

Flavor

Price

Packing

Copywriting

Portability

Ad

Brand

Attitude

Logistics

Control variable

Profession

1, Student group

2, Enterprises, institutions

3, Servicing business

4, Production industry

5, Special profession

Income

1) Under 1000 yuan

2) 1000~1999 yuan

3) 2000~2999 yuan

4) 3000~4999 yuan

5) Above 5000 yuan