A Study On Behavior Of Consumer’s Purchase Quality Safety Beef

Nowadays, the problem of agricultural products quality and safety is still very frequently in china. Beef is one of the most important meat, as it contain high protein and nutritious, and have plentiful tastes and nice flavor, is like by the large consumer deeply and concern, which is playing a more and more important role in human activities. With the sustainable development of china economy, the population dietary pattern will be largely improvement; beef will be playing a more and more important role. Jilin Province is a famous beef cattle produce region, the yield and consumption are higher than average national level, the problem of beef quality and safety is also exist. This paper descriptive statistic analysis with374valid questionnaires from Jilin Province, and based on this conclusion, establish logistic model, analyzes the willingness and purchase behavior of consumer, finding out the main influencing factors, increase the consuming demand of safety beef, enhance the consumer surplus, at the same time, it also can make a cross-reference to production and processing of beef cattle, promote sustainable development of beef cattle in China.This paper is made up of5chapters, the main research work and conclusions are as follow:The first chapter is the introduction of this paper, it contains research background, research content, research method and technology pathway, in this section, the review and comments of existing literatures at home and abroad are also introduced, introduce some conceptual and theoretical basis.The second chapter analyzes consumption and demand of beef in china, it contains the condition of import and export, the consumption level and consumption feature of beef, and the problem exist in the beef consumption.The third chapter tackles the questionnaire and analyzes the consumption behaviors of consumer in Jilin Province with the method of descriptive statistic analysis; it contains purchase experience, cognition of beef quality and safety, demand of relation information of quality and safety, willingness to pay quality and safety beef.The forth chapter analyzes the willingness and purchase behavior of consumer with SPSS16.0software. Dual logistic model is established to analyzes the willingness and its impact factors of consumer, the results indicated that level of education, treatment for beef quality and safety, appraisal of beef market, and purchase experience of consumer have an important influence on their purchase willingness, the former three have a positive effect, the latter has a negative effect. Multivariate logistic is established to analyzes the purchase behaviors and its impact factors of consumer, the results showed the purchase behaviors of consumers is effected by several factors, level of education, month family earning, worried about beef quality, treatment for beef quality, purchase experience, and purchase place are all main influencing factors, and purchase experience is negative influencing factors; the influence is different to Nuisance-Free beef, Green beef, Organic beef.The fifth chapter is the conclusions and recommendations. Based on the summarizes of the findings of the paper, put forward some suggestions to consumption and production of beef quality and safety, relevant government departments to make decision, promote Chinese beef cattle industry sustainable development.