城镇居民品牌鸡蛋购买决策行为及其影响因素分析——以北京市为例

The Analysis of Urban Residents' Brand Egg Purchase Decision Behavior and its Influencing Factors:Taking Beijing City as An Example

本文以北京市为例,在对北京市城镇居民家庭鸡蛋消费行为进行实地调研的基础上,定量分析了城镇居民品牌鸡蛋的购买决策行为,实证研究了影响城镇居民品牌鸡蛋购买决策的关键因素。研究结果表明:消费者在购买品牌鸡蛋时比较注重品牌鸡蛋的价格、营养和食用的安全性,消费者的收入是影响品牌鸡蛋购买的重要因素。此外,购买的渠道也会影响决策的制定。基于此,生产企业应当把控好产品质量、合理定价、拓宽销售渠道。政府要加强对品牌鸡蛋行业的监管、扶持以及宣传,以促进该行业的健康、可持续发展。

Taking Beijing City as an example,based on the field research of egg consumption behavior of urban households,this paper analyzes quantitatively urban households purchase decision behavior of brand eggs and takes an empirical analysis on the key influences of their behavior. The results show that consumers pay more attention to the price of brand eggs,nutrition and security in the purchase of brand of eggs. At the same time,income of consumers is an important factor because of the varying price tolerance of consumers. In addition,the purchase channels will affect the decision making. Therefore manufactures should control the quality of brand eggs strictly,make reasonable prices and expand sales channels. Government must strengthen the supervision,support and advocacy on brand egg industry to promote the healthy and sustainable development of this industry.