消费者对重组调理牛排态度的调查研究

Investigation of Consumer Attitudes towards Restructured Beef Steak

近年来,国内肉类企业不断加大重组调理牛排的生产量,但是关于消费者对重组调理牛排的态度鲜有报道。本研究通过网络调研与实地调研相结合的方法调研我国消费者对重组调理牛排的认知与态度。结果表明:产品质量是消费者购买重组调理牛排的首要考虑因素;相比于其他购买方式,消费者更愿意在超市等实体店购买重组调理牛排;月收入6 000元以下的消费者更倾向于购买重组调理牛排,重组调理牛排的市场定位应为中低端产品。

In recent years, China＇s meat processors have tended to increase the production of restructured beef steak. However, up to now very little information has been reported on the consumer acceptability of restructured beef steak. Therefore, the purpose of this paper is to explore the perception and attitude of Chinese consumers on restructured beef steak through Internet and field investigation. The results showed that the primary consideration for consumers when purchasing restructured beef steak is the product quality. Consumers prefer to buy restructured beef steak in supermarkets and other physical stores. Consumers with monthly income less than ￥ 6 000 are more willing to buy restructured beef steaks. Restructured beef steak should be positioned as low-end beef products.