兰州市品牌猪肉消费者购买行为的影响因素分析

Analysis on the Influencing Factors of Brand Pork Consumers' Purchasing Behavior in Lanzhou City

文章为了找出影响猪肉消费者购买行为的因素,以兰州市236名猪肉消费者为样本,用调查问卷等方式对兰州市品牌猪肉消费者进行调查。运用二元Logistic回归模型对大量的调查数据进行对比分析,得出影响消费者购买品牌猪肉行为的因素,如消费者的个人特征、品牌猪肉价格以及对品牌猪肉的了解程度等。调查数据表明,61.02%以上的消费者了解该品牌猪肉,也有83.1%以上的人愿意购买这个品牌的猪肉。在以上结论的基础上,提出增强品牌猪肉购买意愿和加强猪肉品牌建设的建议。

In order to find out the influencing factors of pork consumers＇ purchasing behavior,236 consumers in Lanzhou city were investigated as samples and the questionnaire was used to investigate these consumers.Factors impacting consumers＇ purchasing brand pork behaviors are obtained through using the binary Logistic regression model to analyze a large number of investigating data,such as consumers＇ personal characteristics,the price of brand pork and level of knowledge of the brand pork brand and so on.There were more than 61.02 percent of consumers know the brand pork and more than 83.1 percent were willing to buy the brand pork in this survey.According to the result,some suggestions had been proposed to enhance consumers＇ willingness to purchase brand pork and strengthened the pork brand building in Lanzhou city.