企业品牌羊肉消费者购买行为及影响因素分析——基于呼和浩特市城市居民的调研

发布时间：2018-09-09 09:32

【摘要】：基于内蒙古呼和浩特市城市居民的调研,运用Logistic模型对消费者企业品牌羊肉的购买行为进行实证分析,探讨消费者购买企业品牌羊肉的主要动因、特征及影响因素。结果表明,质量安全有保证是消费者选择购买企业品牌羊肉的主要动因,消费者对企业品牌羊肉的信任度较高,但对企业品牌的识别能力、忠诚度和溢价支付能力等偏低。消费者对羊肉质量安全隐患存在的感知、是否经常搜寻企业品牌羊肉的相关信息、对企业品牌羊肉的信任程度、企业品牌宣传的影响程度和主要购买场所5个变量正向影响消费者对企业品牌羊肉的购买行为,而年龄则对消费者企业品牌羊肉购买行为有显著的负向影响。提出企业要加强品牌羊肉产品的质量安全,强化品牌宣传,合理选择和拓展销售渠道,重视市场细分和品类创新,政府要加强对企业品牌羊肉产品的质量安全控制与监管。
[Abstract]:Based on the investigation of urban residents in Hohhot, Inner Mongolia, this paper makes an empirical analysis on the purchasing behavior of brand mutton by using Logistic model, and probes into the main reasons, characteristics and influencing factors of the purchase of brand mutton by consumers. The results show that the guarantee of quality and safety is the main motivation for consumers to choose to buy brand mutton, and the trust of consumers to brand mutton is high, but the ability to identify brand, loyalty and premium payment ability are low. Consumers' perception of the hidden dangers to the quality and safety of mutton, whether they often search for relevant information about the brand mutton of the enterprise, and the degree of trust in the brand mutton of the enterprise, The influence degree of brand propaganda and five variables of main purchase place positively affect the purchasing behavior of brand mutton, while age has a significant negative effect on the purchase behavior of brand mutton. It is pointed out that enterprises should strengthen the quality and safety of brand mutton products, strengthen brand propaganda, reasonably select and expand sales channels, attach importance to market segmentation and category innovation, and the government should strengthen the quality and safety control and supervision of brand mutton products.
【作者单位】：中国农业大学经济管理学院;河北农业大学商学院;河北金融学院;
【基金】：国家现代农业产业技术体系项目(CARS-39)
【分类号】：F323.5;F713.55

【共引文献】