大庆城市居民绿色农产品购买行为研究

发布时间：2018-01-24 18:05

本文关键词： 大庆城市居民绿色农产品购买行为影响因素实证分析对策　出处：《黑龙江八一农垦大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着食品安全问题的频频发生,消费者不再一味的注重产品价格,在选择农产品时从传统的追求数量逐渐向高质量型、营养型转变。因此,本文将对大庆城市居民进行进行问卷调查,运用调查数据,分析大庆城市居民绿色农产品购买的主要影响因素,根据分析结果,制定针对大庆城市消费者的营销方案,使大庆市绿色农产品企业快速发展。根据相关理论进行问卷设计,并将问卷划分为两个部分,分别为大庆城市居民购买行为的内在与外在因素。内在因素分为文化因素、个人因素、心里因素、社会因素;外部因素分为产品购买便利程度、产品价格水平、产品宣传。本次问卷调查以大庆市309名大庆城市居民为调研对象,运用描述性统计分析和二元Logistic回归模型进行分析。模型估计结果显示,大庆城市居民绿色农产品的购买行为主要受到居民的婚姻状况、是否与老人或小孩一起居住、绿色农产品的认知程度、绿色农产品信任度以及购买动机的影响。根据模型估计结果,给大庆绿色农产品相关企业提出有针对性的营销战略对策:一、进行市场细分实行正确的消费者定位。将绿色农产品划分为几个不同档次,根据不同的目标客户群体进行分类宣传,吸引目标客户群体的注意,从而提高大庆城市居民的绿色农产品的购买力;二、加强绿色农产品宣传。将多种营销沟通方式整合,提高大庆城市居民认知;三、提高大庆城市居民对绿色农产品的信任度。建立群众监督机制,在绿色农产品消费人群中随机选派若干人员对于绿色农产品的生产、储存、运输、销售的各个环节进行监督,使整个生产运输销售环节做到公开透明;四、适当降低产品价格。研发新技术、提高生产管理水平等来降低产品价格,使更多的居民参与到购买活动中;五、拓展分销渠道。提高绿色农产品的购买便利程度,从而加大大庆城市绿色农产品销量。
[Abstract]:With the frequent occurrence of food safety problems, consumers no longer blindly focus on product prices, in the selection of agricultural products from the traditional pursuit of quantity gradually to high quality, nutritional type. This article will carry on the questionnaire survey to the Daqing city resident, uses the survey data, analyzes the Daqing city resident green agricultural product purchase main influence factor, according to the analysis result. In order to make the green agricultural products enterprise develop rapidly in Daqing city, the paper designs the questionnaire according to the relevant theory, and divides the questionnaire into two parts. They are the internal and external factors of the purchasing behavior of Daqing city residents. The internal factors are cultural factors, personal factors, psychological factors and social factors. External factors are divided into product purchase convenience, product price level, product publicity. This questionnaire survey took 309 Daqing city residents as the research object. Using descriptive statistical analysis and binary Logistic regression model to analyze. The estimated results show that the purchase behavior of green agricultural products of urban residents in Daqing is mainly due to the marital status of residents. Whether to live with the elderly or children, the cognitive level of green agricultural products, the trust level of green agricultural products and the influence of purchase motivation. The results were estimated according to the model. To Daqing green agricultural products related enterprises put forward targeted marketing strategies: first, carry out market segmentation to implement the correct consumer positioning. Green agricultural products are divided into several different levels. According to different target customer groups to classify propaganda to attract the attention of the target customer groups, so as to improve the purchasing power of green agricultural products of urban residents in Daqing; Second, strengthen the propaganda of green agricultural products, integrate various marketing communication methods, and improve the cognition of Daqing city residents; Third, improve the trust of urban residents in green agricultural products, establish a mass supervision mechanism, and randomly select a number of people among the green agricultural products consumer population to produce, store, and transport green agricultural products. Supervision of all aspects of sales, so that the entire production, transportation and sales links to achieve transparency; Fourth, reduce the price of products, research and develop new technology, improve the level of production management to reduce the price of products, so that more residents participate in the purchase activities; Fifth, expand distribution channels and improve the purchase convenience of green agricultural products, thus increasing the sales of green agricultural products in Daqing city.
【学位授予单位】：黑龙江八一农垦大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F713.55

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