消费者对青稞产品的购买意愿及影响因素分析

The Analysis of Consumers' Willingness to Buy Highland Barley Products and its Influential Factors

为探究消费者对青稞产品的购买意愿及影响因素,本文采用问卷法和访谈法对西藏4个地市289个受访者进行实地调研,研究发现:消费者对青稞产品的认知度较高,大部分被调查者愿意购买青稞产品,不同年龄、收入水平、民族对青稞产品的认知程度、购买意愿有所不同。在影响因素方面,消费者对营养价值、口感和品牌三个因素的重视程度都很高,但相对于品牌来说,营养价值和口感更受重视,建议对青稞产品加大宣传力度、提升研发能力、树立品牌意识。

To explore consumers willingness to purchase highland barley products and their influencing factors, 300 consumers from 4 cities in Tibet were investigated using questionnaires and interviews in this study. The result showed that consumers had high awareness of highland barley products, and most of the respondents are willing to purchase highland barley products. Different ages, different income levels and different ethnic groups had different cognition and purchase intentions for barley products. In terms of influential factors, consumers paid high attention to three factors which were nutritional value, taste and brand, but the nutritional value and taste were more important than the brand. Suggestion loosen publicity, improving research and developing capabilities and establishing brand awareness for the highland barley products in Tibet.