广佛地区品牌土猪肉消费行为及购买意愿调查
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摘要
为了充分了解品牌土猪肉的消费情况,文章以广州和佛山(广佛地区)的消费者为样本,抽样调查了消费者对土猪肉的品牌认知、品牌信任度、购买行为和购买意愿等。调查结果表明:广佛地区消费者对品牌土猪肉非常了解的仅为3.79%,了解的消费者所占比例最高为39.12%,一点都不了解的消费者所占比例为28.71%;消费者对品牌土猪肉的信任度不高,有49.21%的消费者不太相信品牌土猪肉;另外大多数消费者更喜欢去最近的农贸市场购买猪肉,他们在购买土猪肉时最看重的是土猪肉的色泽,其次是味道、膘厚和价格;有62.46%的消费者对土猪肉可接受的价格在21～60元/500克。结论:广佛地区消费者对品牌土猪肉的认知程度较低,出于对土猪肉安全问题的考虑,大部分消费者对品牌土猪肉的信任度不高。企业应适当加强对土猪肉的生产过程宣传,让消费者更加深入了解土猪肉及其来源。土猪肉品牌化能有力促进消费者对土猪肉的消费行为。
In order to fully understand the consumption of branded pork, this paper takes a sample of consumers in Guangfo area as a sample, and surveys consumers' perceptions of brand-name pork brand, brand trust, purchase behavior and purchase intention. According to the survey results, only 3.79% of consumers in Guangfo area know very well about brand pork. The proportion of consumers who know it is 39.12%, and the proportion of consumers who know everything is 28.71%. Consumers are branding. The trust of local pork is not high, 49.21% of consumers do not believe in brand pork. In addition, most consumers prefer to go to the nearest farmer's market to buy pork. The most important thing they buy when buying pork is the color of pork. Second,the taste, honesty and price; 62.46% of consumers can accept the price of 21-60 yuan for pork. Conclusion:Consumers in Guangfo area have low awareness of branded pork. Due to the consideration of soil pork safety,most consumers have low trust in brand pork. Enterprises should strengthen the promotion of the production process of soil pork, so that consumers can have a deeper understanding of soil pork and its sources. The branding of local pork can effectively promote consumers' consumption behavior of domestic pork.
In order to fully understand the consumption of branded pork, this paper takes a sample of consumers in Guangfo area as a sample, and surveys consumers' perceptions of brand-name pork brand, brand trust, purchase behavior and purchase intention. According to the survey results, only 3.79% of consumers in Guangfo area know very well about brand pork. The proportion of consumers who know it is 39.12%, and the proportion of consumers who know everything is 28.71%. Consumers are branding. The trust of local pork is not high, 49.21% of consumers do not believe in brand pork. In addition, most consumers prefer to go to the nearest farmer's market to buy pork. The most important thing they buy when buying pork is the color of pork. Second,the taste, honesty and price; 62.46% of consumers can accept the price of 21-60 yuan for pork. Conclusion:Consumers in Guangfo area have low awareness of branded pork. Due to the consideration of soil pork safety,most consumers have low trust in brand pork. Enterprises should strengthen the promotion of the production process of soil pork, so that consumers can have a deeper understanding of soil pork and its sources. The branding of local pork can effectively promote consumers' consumption behavior of domestic pork.
引文
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[13]周应恒,王晓晴,耿献辉.消费者对加贴信息可追溯标签牛肉的购买行为分析—基于上海市家乐福超市的调查[J].中国农村经济,2008(5):22-32.
[2]谢大识,李继仁,王先坤.土猪肉营销困境与对策[J].中国畜禽种业,2017,13(11):13-14.
[3]余群莲,鲁兴容,黄明发,等.土猪和国外引进猪肉质性状差异[J].肉类工业,2014(9):20-22.
[4] Yue N, Kuang H, Sun L, et al. An empirical analysis of the impact of EU's new food safety standards on china's tea export[J].International Journal of Food Science&Technology, 2010, 45(4):745-750.
[5]曾慧梅.品牌猪肉购买意愿及消费行为研究[D].长沙:湖南农业大学,2013.
[6]黄辉婧,陈国顺,吴万成.兰州市品牌猪肉消费者购买行为的影响因素分析[J].养猪,2017(5):75-80.
[7]刘增金,乔娟,王晓华.品牌可追溯性信任对消费者食品消费行为的影响—以猪肉产品为例[J].技术经济,2016,35(5):104-111.
[8]黄超.基于消费者行为的品牌猪肉营销策略研究[D].雅安:四川农业大学,2016.
[9] Dodds W B, Monroe K B. The effect of brand and price information on subjective product evaluations[J]. Advances in Consumer Research,1985,12(3):85-90.
[10] Bauer R A. Risk Taking and Information Handling in Consumer Behavior[J].Journal of Marketing Research,1967,6(1):110.
[11] Alba J W, Hutchinson J W. Dimensions of consumer expertise[J].Journal of Consumer Research, 1987,13(4):411-454.
[12]杨晓燕,胡晓红.绿色认证对品牌信任和购买意愿的影响研究[J].国际经贸探索,2008,24(12):66-70.
[13]周应恒,王晓晴,耿献辉.消费者对加贴信息可追溯标签牛肉的购买行为分析—基于上海市家乐福超市的调查[J].中国农村经济,2008(5):22-32.