河北省牛肉消费特征及消费者行为调查报告

Investigation Report on Beef Consumption Characteristics and Consumers’Behaviors in Hebei Province

随着人们生活水平的提高,饮食结构发生了较大变化,牛肉消费比例在不断提高。研究消费者的消费偏好对河北省肉牛产业发展具有重要的意义。基于此,以河北省石家庄、保定、唐山的463位受访者就牛肉消费偏好与认可、影响购买牛肉的因素、购买场所、购买时关注的问题以及烹饪方式进行了问卷调研。通过汇总与分析数据,得到以下结论:(1)绝大多数受访者对牛肉喜好较高,并且对牛肉的营养和风味认可度较高。(2)65.38%的受访者认为价格是影响购买牛肉的主要因素。生鲜牛肉可接受的价格为<80元/kg,熟制牛肉可接受的价格为<120元/kg;牛肉消费占日常消费三成以下的受访者居多。超市和农贸市场是被访者购买牛肉的主要场所,其中35岁及其以下的受访者在专卖店和便利店购买牛肉的比例高于35岁以上的受访者。在购买牛肉时,不同年龄组的受访者关注的牛肉质量安全的侧重点略有不同,但同时都关注了安全认证、产品商标或品牌、生产日期及质保期和检疫检验标志指标。(3)受访者的烹饪方式仍以炖(煮)、涮和煎烤为主,其中炖(煮)是2个年龄组的受访者共同喜欢的烹饪方式。

With the improvement of people’s living standard,great changes have taken place in diet,and the beef consumption is increasing.It is of great significance of studying consumers'preference on beef industry development in Hebei Province.463 respondents from Shijiazhuang,Baoding and Tangshan were surveyed by questionnaire about the consumption preference and acceptance of beef,factors influencing buying beef,place of purchase,concerns when purchasing and cooking methods.By aggregating and analyzing the data,the results showed that the vast majority of the respondents liked beef better,and they had high recognition of the nutrition and flavor of beef.65.38% of the respondents thought that price was the main influencing factor of buying beef.The acceptable price of fresh beef was lower than 80 yuan/kg,and that of cooked beef was lower than 120 yuan/kg.Beef consumption of most respondents accounted for less than a third of their daily consumption.The respondents mainly bought beef in supermarket and farm product market.The proportion of buying beef in exclusive shop and convenience store of respondents under 35 years old was higher than that of respondents over 35.When buying beef,the respondents in different age groups had slightly different focus on beef quality safety,but they all focused on safety certification,product trademark or brand,production date and shelf life,and quarantine inspection mark.Stew,instant-boiling and frying were the main cook methods of beef.And respondents in two age groups all liked stewing beef.