Study On Factors Affecting Consumers’ Cognition And The Purchase Of Camellia Oil

To develop the camellia oil industry can not only safeguard national grain and oils securitybut also meet the growing of the consumers’ demand, improve the structure of edible oil in Chinato improve the quality of edible oil consumption. Recently, the development of the camellia oilindustry is be promoted in Zhejiang Province, but to make it to be healthy and sustainable, it isalso important to advance the supply market demand. Therefore, choose Hangzhou，Lishui andQuzhou as examples, from the viewpoint of consumer’s perception of Camellia oil, Focus on theinfluencing factors of consumer’s cognition and purchase intention. To propose effectiverecommendations to promote Camellia oil market.This paper is based on the consumer survey questionnaire of Hangzhou, Lishui and Quzhouin Zhejiang Province, Logistics model is set up and use spss17.0software to know whether theconsumers understand camellia oil, and to analyze the influence factors of the consumers’willingness to buy camellia oil regression. Focuses on how to improve the consumers’ cognitionof the camellia oil，Combining production status, oil-tea planting farmers and processingenterprises in Zhejiang Province is put forward to promote camellia oil market’s demanding, andmake suggestions to promote the development of the enterprises in Zhejiang Province.The research results show that to understand whether the consumers know the camellia oilsignificantly correlated variables are sex, whether from the producing area and the consumers’attention to the health of their own. Positively related with the factors of consumer are concern forhealth and sex, the negative factors is whether from the producing area. In the research onconsumers’ willingness to buy camellia oil, personal income, gender and showed significantcorrelation degree three variables are important, and the positively factors are personal monthlyincome and education, the negative factors is gender.In order to improve the consumer’s perception and to promote the demand of the market, Putforward the policy suggestions are increase the propaganda, improve the consumer’s perceptionand recognizable of camellia oil; Strengthen the supervision of camellia oil production process,reduce the risk of buying; create the famous brand of camellia oil, increase the brand effect; tostrengthen the support of production enterprises,increase the financial and technical support...