基于消费者行为分析的黑龙江省速冻食品企业品牌建设

Based on Analysis of Consumer Behavior in Heilongjiang Province Frozen Food Brand Building Proposal

速冻食品凭其食用方便、营养流失较少等优点,越来越受到消费者的青睐。黑龙江省的速冻食品企业依靠本地丰富的资源优势,把握机会也创建起有一定市场知名度的速冻食品品牌。但这些品牌不仅局限在省内,而且即便在省内也与省外一些品牌相比在消费者心目中的地位略显不足。品牌的地位、价值是由消费者来评判的。因此,弄清消费者对速冻食品消费行为特点及消费者购买决策的影响因素,才能对黑龙江速冻食品企业品牌建设提出有针对性的建议。

relying on convenience food frozen food, less loss of nutrients, etc. which are liked by more and more consumers. Frozen food enterprises in Heilongjiang Province rely on local rich resources, but also take the opportunity to have some contribution from the frozen food market visibility of the brand. But these brands not only confined to the province, and even in the province are also in the minds of consumers, compared with some of the hrand~ position in the province slightly clearly insufficient. Brand position, the value is to be judged by the consumer. Therefore, to understand the factors affecting consumer spending behavior characteristics of frozen foods and consumer purchase decisions in order to Heilongjiang frozen food brand building made targeted recommendations.