国内消费者对青稞深加工农产品的认知程度和购买意愿

采用调查问卷方式,就国内消费者对青稞深加工农产品的认知程度和购买意愿进行了调查研究。结果表明,超过65%的消费者对青稞深加工农产品了解较少;受访者接触青稞深加工农产品的渠道以景区、旅游商品市场等旅游购物场所为主,占68.17%;青稞深加工农产品的旅游特色和保健功能,直接影响调查者的购买率,受访者会优先选择保健功能和营养价值更高的青稞深加工农产品。对于青稞深加工农产品,受调者能接受的价位多集中在20~50元·500g~(-1);在大众主食和旅游特色食品领域,有较大的消费潜力;消费者对其产品的保健功能、营养价值、旅游特色较为关注。针对上述结论提出4条开发的青稞深加工农产品建议,为青稞深加工农产品的生产、研发提供参考。

Awareness and Consuming Willingness on the Deep-processing of Highland Barley in China

The objective of this study was to examine the Chinese consumers'' awareness and willingness to buy deep-processing highland barley based on the survey data in China. The results showed that more than 65 percent of the consumers have not paid much attention to the highland barley. The main places for the deep-processing highland barley consuming are scenic spots and tourism commodity markets,accounting for 68.17%. The tourism characters and nutrition and health functions of product would directly affect the consuming intention of the respondents. The recommended price is 20-50 Yuan·500 g^-1,and their consuming willingness depends on the nutrition,health function,and tourism characteristics. Based on the above conclusions,four suggestions were put forward,which will provide a reference for researching and manufacturing the deep-processing of highland barley.