企业品牌羊肉消费者购买行为及影响因素分析——基于呼和浩特市城市居民的调研

基于内蒙古呼和浩特市城市居民的调研,运用Logistic模型对消费者企业品牌羊肉的购买行为进行实证分析,探讨消费者购买企业品牌羊肉的主要动因、特征及影响因素。结果表明,质量安全有保证是消费者选择购买企业品牌羊肉的主要动因,消费者对企业品牌羊肉的信任度较高,但对企业品牌的识别能力、忠诚度和溢价支付能力等偏低。消费者对羊肉质量安全隐患存在的感知、是否经常搜寻企业品牌羊肉的相关信息、对企业品牌羊肉的信任程度、企业品牌宣传的影响程度和主要购买场所5个变量正向影响消费者对企业品牌羊肉的购买行为,而年龄则对消费者企业品牌羊肉购买行为有显著的负向影响。提出企业要加强品牌羊肉产品的质量安全,强化品牌宣传,合理选择和拓展销售渠道,重视市场细分和品类创新,政府要加强对企业品牌羊肉产品的质量安全控制与监管。

Analysis on consumer behaviors and the influencing factors of purchasing branded lamb: based on the survey of urban residents in Huhehaote

Based on the urban resident survey in Huhehaote, Inner Mongolia, this paper conducted the empirical analysis of consumers' purchasing behaviors and influencing factors including for branded lamb using Logistic model and also analyzed the consumers' motivation, characteristics and influencing factors of branded lamb consumption. Results show that the main motivation of purchasing branded lamb is the quality and safety guarantee. Consumers' confidence of branded lamb is very high, but brand recognition ability, loyalty, and premium payment are very low. Consumers' perception risk of lamb quality and safety, frequency of searching relevant information of branded lamb, the trust in the branded lamb, the influence degree of the brand publicity and the main shopping places influence consumers' purchasing behavior of branded lamb positively, and the age has negative impact on consumers' purchasing behavior of branded lamb. Based on the above analysis, this paper suggests that the companies should strengthen the quality, safety, and brand publicity of branded lamb, choose reasonably and expand distribution channels, and pay attention to market segmentation and product innovation. The government should enhance the quality and safety control and improve the supervision of branded lamb and products.