猪肉消费者超市购买行为的调查与经济学分析

Investigation and Economic Analysis of Purchasing Behaviors of Pork Consumers in Supermarkets

文中基于496份调查问卷,分析了猪肉消费者对超市猪肉的质量与价格认知、购买行为及其特征。研究结果表明:70%以上的受访者购买猪肉时最关心猪肉的质量安全状况,近70%的认为超市猪肉质量有保障,但价格高于农贸市场;80%以上的把超市做为购买猪肉的主要场所,他们的收入水平普遍较高,且随着收入的提高在超市购买的比例明显增加。这是猪肉消费者追求消费效用最大化,以及收入变化引起消费者效用最大化条件下均衡点变化的结果。

This paper is based on 496 surveys, and it analyses pork consumers＇ cognition about the quality and cognition to the pork of supermarket, as well as their purchasing behavior and their features. The research results show that： more than 70% interviewees pay more attention to the quality and safely of pork when buying pork, nearly 70% of the consumers believe that the quality of the pork is guaranteed, but the price is higher than farmers＇ market; more than 80% consumers mainly buy pork in supermarket, because their income is high, and their consumption will become more when their income increase. This is the results of consumers＇ pursuit to utility maximum and the change of utility equilibrium which affected by consumers＇ income.