不同年龄群体对小米产品的消费偏好分析——基于河北省的调查

Consumption Preference of Millet Products among Different Age Groups--Based on a Survey in Hebei Province

小米以其高营养价值和保健功能受到消费者的青睐。随着健康中国战略的提出,国家和居民也越来越注重健康营养膳食平衡食品的摄取。本研究从消费偏好的视角出发,以小米生产和消费大省河北省为例,运用无序多分类Logistic回归分析研究不同年龄群体对小米产品的消费偏好。结果表明:小米产品的口感、营养价值以及保健功能3个因素对各个年龄群体的消费偏好都具有显著影响;相比60岁及以上的老年群体,青少年群体和青年群体更偏好于小米产品的品牌、包装、产品种类以及购买的便利程度,中青年群体更关注产品品质、代际间的消费习惯、卖场的优惠活动以及价格。据此,从提升小米产品品质、开发适合不同群体的小米多功能产品、注重小米品牌建设、拓宽小米产品销售渠道等方面提出了相应的对策和建议。

Millet is favored by consumers for its high nutritional value and health care functions.With the proposal of the Healthy China Strategy,the country and residents are paying more and more attention to the intake of healthy,nutritious and balanced food.From the perspective of consumption preference,this study took Hebei province,a major production and consumption province of millet,as an example,and used disordered multi-class Logistic regression analysis to study the consumption preference of millet products by different age groups.The results showed that:the taste,nutritional value and health care function of millet products have a significant impact on the consumption preferences of various age groups;compared with the elderly group aged 60 and above,the teenagers and young people prefer the brand,packaging,product types and purchasing convenience of millet products,while the middle-aged and young people pay more attention to product quality,intergenerational consumption habits,discount activities in stores and prices.Accordingly,corresponding countermeasures and suggestions were put forward from the aspects of improving the quality of millet products,developing millet multi-functional products suitable for different groups,focusing on millet brand building,and broadening the sales channels of millet products.