Studies On The Consumption Behavior Of The Brand Of Agricultural Products Of Urban Residents

With the continuous improvement of our income, Chinese agricultural product consumption patterns and consumer habits become more healthy, more requirements to types and quality of agricultural products. In recent years the domestic food safety incidents occured frequently, how to let people enjoy the assured of agricultural products has become an urgent problem to be solved. Undoubtedly the brand of agricultural products is one of the best choice to solve the problem of food safety. The development of the brand of agricultural products, not only can promote our country agriculture upgrade progress, improve people’s dietary levels, and also increases with the comparative advantage of similar products on the international.To raise awareness of brand agricultural product demand is the first step to expand the brand cultivation of agricultural products market. Because the brand of agricultural products market capacity depends on people’s attitudes and buying behavior. Considering our country urbanization speeding up, urban residents on consumption of agricultural products is much higher than in rural areas, therefore the research direction is mainly agricultural products brand consumption behavior of city residents. As the important consumers, What is the brand of agricultural product purchase intention of citizens? What is the proportion of considering brand factors in the purchasing? What will affect the choice of the public to buy? How to influence degree of each factor? This is the main problem to be solved.In this paper, Changsha, Loudi, Jishou as the research objects,through the investigation and analysis, draw the public brand of agricultural products consumption characteristics and the factors that affect the consumption.We chose the Changsha, Loudi, Jishou, three city urban consumers,by the investigator interview, QQ surveys and other channels to obtain375valid results. The survey of marketing stimulus consists of14variables, Excel, SPSS software was used for data analysis, and then use logit regression variables,to do regression analysis of brand agricultural product buying behavior. Analysis shows:brand agricultural product market prospect is bright; but the most of consumers concern about the quality and safety of agricultural products and the price, quality and price is still restricting the city residents to buy it. Analysis shows, the public perception of the brand of agricultural products will affect the choice of it, at the same time it also need to be strengthen of trust proportion..