南京市消费者冷鲜肉购买行为研究

Research on Nanjing consumers' purchase behavior for chilled meat

基于南京市城镇居民调查数据,根据我国实际国情,以最主要的日常畜禽消费产品猪肉为例,通过SPSS 20.0软件整理数据,应用描述性统计方法分析了消费者对冷鲜肉的认知情况和购买行为,并采用有序回归模型对消费者冷鲜肉购买行为的影响因素进行了分析。结果表明,消费者对冷鲜肉的关注与认知程度均不高,近50%的消费者认为冷鲜肉的优势不明显。有序回归结果显示,影响消费者冷鲜肉购买行为的主要因素是年龄、受教育水平、家庭规模、家庭月总收入、猪肉质量安全和冷鲜肉相关信息关注程度以及消费者对冷鲜肉的总体看法。结合研究结果,提出相关政策建议,为冷鲜肉市场推广和发展提供理论依据。

Based on the survey data of urban residents in Nanjing, according to Chinese actual conditions, this paper focused on the pork which is the major daily consumption products of poultry and sorted the data by SPSS 20.0 software, and analyzed the cognition and purchase behavior of consumers for chilled meat with the descriptive statistical method, then analyzed influencing factors. The results showed that the concern and cognition degree of consumers for chilled meat were not high and nearly half of consumers thought that the advantages of chilled meat were not obvious. The ordinal regression result showed that the main factors affecting the purchase behavior of consumers for chilled meat were age, education level, family size, monthly total income of families, pork quality safety, the concern degree of information of chilled meat and the overall view of consumers for chilled meat. Combined with the research findings, this paper put forward some relevant policy recommendations and provided a theoretical basis for the promotion and development of chilled meat market.