消费者食用油属性偏好研究

发布时间：2018-05-31 15:20

本文选题：食用油 + 属性偏好　；参考：《曲阜师范大学》2017年硕士论文

【摘要】：随着国民经济的快速发展,消费者的生活水平逐步提高。中国绝大部分地区的消费者已实现温饱,正逐步向小康水平迈进。十八大报告指出到2020年要全面建成小康社会。广大人民群众正从“吃得饱”到“吃得好”转变。食用油作为人民日常生活的必需品,其食用量的多少能够在很大程度上反映着人民生活水平的改变。市场上的食用油产品琳琅满目,各种食用油品质良莠不齐。食用油具品牌、标签、产地、价格、包装、重量、色泽、转基因与否等属性。总体来看食用油兼具信任品、经验品和搜寻品等特征。消费者对食用油的属性偏好不一而足,但总有一些属性为大多数消费者所接受。因此,研究消费者对这些属性的偏好差异就变得非常有意义。食用油市场份额的争夺渐趋白热化,消费者对食用油的属性偏好影响着其选购倾向,决定着其购买行为。食用油的生产厂商应了解消费者对食用油的属性偏好,生产适销对路的食用油产品并努力提高产品质量,得到消费者的信赖与认可,增加市场份额。所以,研究消费者对食用油的属性偏好具有学术价值和应用价值。本文立足于西方消费理论、消费者行为理论、消费者偏好理论等一系列比较成熟的学术理论,形成消费者食用油属性偏好的论述框架,采用网上问卷调查法和实地问卷调查等方法对山东省食用油消费者的属性偏好进行调研,得到470个可靠样本,而后,对样本数据进行描述性统计分析;之后,运用层次分析法、熵权法分析、有序Logit模型定量分析研究,并进行边际分析。本文的一个创新点为,推导出普适的边际效应计算公式,为计算边际效应提供了一个强有力的工具。计量分析的结果显示,消费者对食用油安全关注度较高,消费者对食用油的色泽极其关注,尤其偏好色泽明亮的食用油。消费者对政府是信赖的,相信政府能够解决好食用油安全问题;价格不再是影响消费者对食用油消费的首要因素;各年龄段的消费者对食用油的标签(指质量信息标签,下同)均偏好,而且消费者倾向于偏好标签属性;各年龄阶段中的绝大多数消费者对大品牌食用油更为偏好;相比于其他价格的食用油,消费者更偏好于70元/5 L食用油。因此,食用油生产厂商应制定不同的定价策略来满足消费者各种不同的需求,并且努力提升自身品牌的影响力,在保证食用油生产质量的基础上,合理使用营销策略与消费者达到“双赢”;政府应制定切实可行的法律法规,维护和规范好食用油市场,相关部门应加强监管,各司其责,各尽所能做好本职工作,使食用油市场健康、活跃发展。
[Abstract]:With the rapid development of the national economy, consumers' living standards have gradually improved. Most of China's consumers have achieved food and clothing, is gradually moving towards a well-off level. The report of the 18th National Congress pointed out that a well-off society should be built in an all-round way by 2020. The broad masses of the people are changing from "eating well" to "eating well." Edible oil, as a necessity of people's daily life, can reflect the change of people's living standard to a great extent. Edible oil products on the market, a variety of edible oil quality intermingled. Edible oil brand, label, origin, price, packaging, weight, color, genetically modified or not. Generally speaking, edible oil has the characteristics of trust, experience and search. Consumers prefer edible oil attributes, but some properties are accepted by most consumers. Therefore, the study of consumer preference for these attributes becomes very meaningful. The scramble for market share of edible oil is becoming more and more intense, and consumers' attribute preference to edible oil affects their purchasing tendency and behavior. The producer of edible oil should understand the attribute preference of consumers, produce marketable edible oil products and strive to improve the quality of the products, get the trust and recognition of consumers, and increase market share. Therefore, it has academic value and application value to study the attribute preference of consumers to edible oil. Based on a series of mature academic theories, such as western consumption theory, consumer behavior theory and consumer preference theory, this paper forms the framework of consumer edible oil attribute preference. The online questionnaire survey and field survey were used to investigate the attribute preference of edible oil consumers in Shandong Province, and 470 reliable samples were obtained. Then, the sample data were analyzed by descriptive statistics, and then the analytic hierarchy process (AHP) was used. Entropy weight analysis, ordered Logit model quantitative analysis, and marginal analysis. One of the innovations in this paper is to deduce a universal formula for calculating the marginal effect, which provides a powerful tool for the calculation of the marginal effect. The results of econometric analysis show that consumers pay more attention to the safety of edible oil, and consumers pay great attention to the color of edible oil, especially the bright color of edible oil. Consumers trust the government and believe that the government can solve the problem of edible oil safety; that price is no longer the primary factor affecting consumers' consumption of edible oil; and that consumers of all ages label edible oil. The majority of consumers in all ages prefer big brands of edible oils, and consumers prefer 70 yuan / 5 L of edible oil over other prices. Therefore, edible oil manufacturers should formulate different pricing strategies to meet different needs of consumers, and strive to enhance their brand influence, on the basis of ensuring the quality of edible oil production. The reasonable use of marketing strategy can achieve a "win-win" for consumers; the government should formulate practical laws and regulations to maintain and standardize the edible oil market, and the relevant departments should strengthen supervision and control, and each department should be responsible for doing its own work as best as it can. Make edible oil market healthy and active development.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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