长沙市居民茶油认知及购买行为的调查研究

发布时间：2018-06-15 11:50

本文选题：长沙市居民 + 茶油　；参考：《中南林业科技大学》2015年硕士论文

【摘要】：茶油是中国丘陵山区特有的木本油脂,茶油不仅品质好、营养丰富,还具有良好的生态效益和社会效益。种植茶树既能保持水土、节约耕地,又能推进山区的综合开发利用、增加农民的收入、维护国家粮油安全。具有发展的历史必然性。湖南省是我国的农业大省,也是我国的茶油生产大省。茶油的市场前景可谓十分可观。作为茶油大省的湖南,虽处在优越的资源条件下,但湖南茶油产业的发展却并不理想,未能充分发挥出其应有效益和作用。已有的研究仅仅着眼于茶油的种植和茶油的生产,如提高茶油种植技术和加大政府对产业的扶持力度等方面进行研究。在行业的发展初期,生产导向的作用非常之大,但是若能产销并重,从市场终端去挖掘茶油的消费特点,了解消费者对茶油的认知及购买行为,这对促进整个行业的发展大有裨益。本文以消费者认知及购买行为为基本理论,以长沙市主城区两百位居民为研究对象,通过调查问卷对茶油认知、茶油的消费现状以及影响购买行为的原因等方面进行调查研究。主要内容为：消费者的基本情况、消费者对食用油的消费认知、消费者对茶油的认知和评价、茶油的消费情况、各种因素对购买茶油的影响程度。研究结果表明：(1)虽然大部分居民都认为自己了解茶油,但其实对茶油的了解程度仅仅停留在表面,简单的知道茶油是食用油中较好的油种,而对于有关茶油的营养保健功能中特有的功效的具体方面知之甚少。 (2)虽然目前已有企业专门从事茶油生产销售,但是推广力度并不到位,并不为居民所熟知。(3)虽然居民并不排斥茶油消费,但因其价格较高,限制了一般阶层的消费量,因此,消费量相比于其他品种食用油来看却是较少的,茶油消费市场并未打开。(4)居民购买茶油受到多种因素影响,研究认为对茶油购买行为有不同程度影响的主要因素有：消费者自身认知因素、消费者对茶油的认知因素、消费者对茶油品质认知因素。最后针对消费者的基本情况、消费者对食用油的消费认知、消费者对茶油的认知和评价以及茶油的消费情况四大调查问卷的主体部分,对各部分的问题提出相应的建议及展望。
[Abstract]:Tea oil is a unique woody oil in hilly areas of China. Tea oil is not only of good quality, rich in nutrition, but also of good ecological and social benefits. Planting tea trees can not only conserve soil and water, save cultivated land, but also promote the comprehensive development and utilization of mountain areas, increase the income of farmers and maintain the national grain and oil safety. With the historical inevitability of development. Hunan Province is the agricultural province of our country, is also the tea oil production big province of our country. The market prospect of tea oil is very impressive. As a big province of tea oil, Hunan is in the superior resource condition, but the development of Hunan tea oil industry is not ideal, and it can not give full play to its due benefit and function. The existing research only focuses on the cultivation of tea oil and the production of tea oil, such as improving the planting technology of tea oil and increasing the government's support to the industry. In the early stage of the development of the industry, the role of production orientation was very great, but if we could give equal attention to production and marketing, we would dig out the characteristics of tea oil consumption from the market terminal, and understand consumers' cognition and purchase behavior of tea oil. This will greatly benefit the development of the whole industry. Based on the basic theory of consumer cognition and purchase behavior, this paper studies the cognition of tea oil, the consumption status of tea oil and the reasons that affect the purchase behavior by questionnaire, taking 200 residents of Changsha City as the research object. The main contents are as follows: consumer's basic situation, consumer's cognition to edible oil, consumer's cognition and evaluation of tea oil, consumption of tea oil, and the influence of various factors on tea oil purchase. The results show that although most residents think they know tea oil, in fact, the level of understanding of tea oil only stays on the surface, simply knowing that tea oil is the better oil in cooking oil. Little is known about specific aspects of the nutritional and health functions of tea oil. (2) although there are already enterprises specializing in tea oil production and marketing, the promotion efforts are not in place and are not well known to the residents. (although the residents do not reject tea oil consumption, their high prices limit consumption among the general class. Therefore, The consumption of tea oil is less than that of other kinds of edible oil. The consumption market of tea oil is not open.) the consumption of tea oil by residents is affected by many factors. The main factors influencing tea oil purchase behavior are: consumers' own cognitive factors, consumers' cognitive factors on tea oil, and consumers' cognitive factors on tea oil quality. Finally, according to the basic situation of consumers, consumer's cognition to edible oil, consumer's cognition and evaluation to tea oil, and the main part of the questionnaire of tea oil consumption, the corresponding suggestions and prospects are put forward to the questions of each part.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.2

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