南宁市妇女铁强化酱油认知及需求影响因素分析

THE COGNITION AND DEMAND OF IRON-FORTIFIED SOY SAUCE AMONG WOMEN IN NANNING AND THE INFLUENTIAL FACTORS OF DEMAND

[目的]了解南宁市妇女对铁营养及铁强化酱油的认知程度和需求,探讨影响推广和购买铁强化酱油的因素。[方法]采用随机抽样的方法对511名南宁市妇女进行KAP问卷调查,并对结果进行统计分析。[结果]南宁市妇女对铁营养及强化铁酱油认知水品平较低,对铁强化酱油虽存疑虑,但经了解后有较强烈的购买意向。[结论]认知因素是影响购买行为的主要因素,应利用多渠道开展针对营养知识的科普宣传,积极开展健康促进,以达到通过改善饮食营养结构来减少铁缺乏疾病发生的最终目的。而铁强化酱油的营销策略、产品质量、营养成分、销售价格、包装形式和销售网点的设立都是推广应予考虑的重点。

[Objective] To understand the cognition and demand of iron-fortified soy sauce among women in Nanning, and explore the intluential factors of popularization and purchase of iron-fortified soy sauce. [Methods] KAP questionnaire investigation was conducted among 511 women in Nanning selected by random sampling, the obtained data were analyzed. [ Resuits] Women in Nanning had little knowledge about iron deficiency and iron deficiency anemia, and knew little about ironfortified soy sauce, but had strong willingness to purchase the product after introduction. [Conclusions] Cognition is the impertant influential factor of purchase behavior, so nutrition knowledge should be propagandized through all kinds of ways, and health promotion should be developed, in order to improve dietary pattern, finally decrease the incidence of iron deficiency. Besides, the popularization of iron-fortified soy sauce should be emphasized on marketing strategy, quality, nutritional ingredient and package of products, and commercial network.