Research On The Consumer Behavior Of Camellia Oil

The issue of food and oil security in China has become increasingly prominent. Firstly, although total grain output of China had been increased for ten years running, which became the first circumstance in 2013 since the founding of the People’ s Republic of China, the supply and demand of grain remained a tight balance st at us, and the grain self-sufficiency rate has been falling for years, which had fallen to 88.4% by 2012. So the food security issue remains severe.Secondly, the edible vegetable oil consumption of urb an and rural residents is overall on the rise, and the degree of external dependence of China/ s edible vegetable oil is high,which reached66.2% in 2013. Since China is a mountainous country, as China’ s unique woody oil crop, the supply potential of camellia oil is huge. The improvement of camellia oil consumption level, which is a strategic measure to maintain China’ s food and oil security, not only can save land resource effectively, but also can ease the situation that Chinese edible vegetable oil excessively depends on imports. At present, annual per capita consumption of camellia oil in China is only 0.2kg, which is far lower than the level of annual per capita consumption of 20kg olive oil in developed countries. The structure of edible oil consumption is extremely unreasonable, and seriously affects the development of camellia oil industry.Based on the survey data on 210 consumers in Hunan Province, the paper used the theory of lifestyle to make a empirical analysis and research on the behavior and characteristics of residents on camellia oil consuming. Firstly, the paper used the methods of factor analysis and cluster analysis to classify the consumer in three types:cautious consuming type, pursuit of fresh type and rational choice type. Then, the paper made an empirical research on the camellia oil consuming behavior characteristics and the differences:Consumer groups of cautious consuming type: the age distribution between 25-44 years occupation including the student and individual industrial and commercial households, educational level from junior high school to college, personal annual income between 10000 yuan—50000 Yuan. The mainpurpose of buying camellia oil to eat,gaininginformation from the introduction of friends and families, judging thequality camellia oil based onpersonal experience,generallyconsidered the price of camellia oil is high and the price is their major factor of their consumption.Consumer groups of pursuit of fresh type: the age distribution between 19-34 years, occupation including the student and individual business, state-owned enterprises and institutions. Educational level beyond the bachelor degree, personal annual income beyond 50000 Yuan.The main purpose of buying camellia oil is the value of skin care and nutritional and health,gaining information from the Internet,the price is not their major factor of their consumption.Consumer groups of attention of quality type: the agedistribution between 45-60 year, occupation including all profession,educationallevel beyond college degree, personal annual income between 30000 Yuan-50000 Yuan. The main purpose of buying camellia oil is the value of nutritional and health, gaining information from books. They generally do not care the price of camellia oil and pay more attention on the nutrition and health.Finally, in order to improve the level of consumption demand of camellia oil, according to the characteristics and differences of each type consumer group, the paper put forward a few targeted markting strategies and recommendations.