消费者对乳制品安全的态度及购买意愿

Consumers' attitude and willingness to buy on the safety of dairy products

为了考察消费者对乳制品安全的态度和购买意愿,根据对哈尔滨市消费者的问卷调查数据,采用描述性统计和相关分析的方法,研究消费者对乳制品安全的态度及对安全乳制品的购买意愿。研究表明:目前消费者对乳制品安全的评价较低,且城市消费者对乳制品安全状况的满意度低于农村消费者;绝大多数消费者表示愿意为安全的乳制品支付更高的价格,但是由于目前市场上可识别的安全乳制品价格过高,消费者的实际购买意愿并不强烈。

In order to study consumers＇ attitude and willingness to buy on the safety of dairy products,this thesis,based on the statistics of Harbin consumers＇ questionnaires,using describing statistical method and correlate method,studies consumers＇ attitude and their willingness to buy on the safety of dairy products.The research results show that consumers are not satisfied with the safety conditions of the diary products.Most of are willing to pay higher price on safer dairy products,but since the prices of safer dairy products in the market are excessively high,consumers＇ actual willingness to buy is not strong.