内蒙古库伦镇城镇居民荞麦产品消费意愿调查

发布时间：2018-02-28 10:25

本文关键词： 库伦镇城镇居民荞麦产品消费意愿　出处：《沈阳农业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济和社会的发展,营养丰富的杂粮受到人们的关注。荞麦作为杂粮的一种,集营养价值、保健价值、药用价值于一身,需求量迅速增长。内蒙古通辽市库伦旗有着"中国荞麦之乡"的称号。库伦旗荞麦虽然受到当地的重视,但发展中还存在很多问题。因此本文以内蒙古库伦旗城镇城镇居民为研究对象,了解荞麦产品消费意愿及偏好情况,探究其消费意愿的影响因素,为荞麦生产商加工商提供有益依据有重要意义。本文用问卷调查法,对198个被访者有效数据进行描述性分析、对影响库伦镇居民荞麦产品消费意愿的因素进行交叉分析。结果显示库伦镇大多数人都愿意消费库伦荞麦产品,其影响因素有:库伦镇居民的年龄、民族、职业对消费意愿有较大的影响,收入、受教育程度的影响较小。荞麦的自身不同功效的营养价值和荞麦产品的口感、种类、品牌、包装、质量对库伦镇居民消费意愿影响较大,而荞麦价格的对消费意愿的影响较小。通过本次调查的研究结论提出以下对策建议。一是对种植者的建议:引进种植优质品种,扩大生产规模;加强质量监控,规范种植生产;加强荞麦生产者的组织建设。二是对荞麦加工企业的建议:加强荞麦深加工产业发展,丰富产品类型;改善经营管理,保障产品质量;拓宽荞麦销售渠道,设立荞麦产品专卖店;丰富荞麦产品包装形式;树立品牌意识,加大宣传力度。三是对政府的建议:加大资金和技术方面的支持力度;扶持实力企业,加大宣传力度;加强对荞麦产品市场的监督监管。四是对消费者的建议:增强产品认知度,树立正确消费观念;提高自身维权意识。
[Abstract]:With the development of economy and society, people pay more attention to the nutritious miscellaneous grain. Buckwheat, as a kind of miscellaneous grain, has the value of nutrition, health care and medicine. The demand is growing rapidly. Kulun Banner of Tongliao City, Inner Mongolia, has the title of "hometown of Chinese buckwheat". Although buckwheat in Kulun Banner has received local attention, However, there are still many problems in the development. Therefore, this paper takes the urban residents of Kulun Banner, Inner Mongolia as the research object, to understand the consumption intention and preference of buckwheat products, and to explore the influencing factors of their consumption will. It is of great significance to provide beneficial basis for buckwheat producers. In this paper, the effective data of 198 interviewees are analyzed by means of questionnaire. The results show that most people in Kulun town are willing to consume buckwheat products. The influencing factors are: the age, the nationality of the residents in Kulun town, the factors that influence the consumption intention of buckwheat products in Kulun Town, the results show that most people in Kulun Town are willing to consume the buckwheat products of Cullen Town. Occupation has a great influence on consumption intention, income and education have little influence. The nutritive value of buckwheat and the taste, variety, brand, packing and quality of buckwheat products have a great influence on the consumption intention of residents in Kulun town, the nutrition value of buckwheat itself and the taste, variety, brand, packing and quality of buckwheat products. The price of buckwheat has little influence on consumption will. The following suggestions are put forward through the conclusion of this investigation. One is the suggestion to growers: introducing high-quality varieties, expanding production scale, strengthening quality control, standardizing planting production; Strengthening the organizational construction of buckwheat producers. Second, suggestions for buckwheat processing enterprises: strengthening the development of deep processing industry of buckwheat, enriching product types, improving management, ensuring product quality, broadening sales channels of buckwheat, Set up buckwheat product specialty shop; enrich buckwheat product packaging form; establish brand consciousness, increase propaganda. Third, give the government advice: increase the support of fund and technology, support the strength enterprise, increase propaganda; Strengthen the supervision and supervision of buckwheat products market. Fourth, suggestions to consumers: enhance product awareness, establish a correct consumption concept; improve their awareness of rights.
【学位授予单位】：沈阳农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F126.1

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