Investigation Of Changsha City Residents’ Cognition Of Camellia Oil And Buying Behavior

Tea oil is endemic oil in China hilly and mountain area, it not only has good quality, rich nutrition, but also has a good ecological and social benefits. Tea tree plantation can not only conserve soil and save land, but also promote the comprehensive development and utilization of mountainous areas, increasing the income of farmers, safeguard national food security. Thus, its development has historical inevitability.Hunan province is a big agricultural province in China, it also a tea oil producing province in China. The market prospect of tea oil is very promising. However, with the superior resource condition, Hunan province does not have good development in tea oil tree industry and failed to fully play its benefits and effects. Previous studies only focus on the cultivation of tea oil tree and production of tea oil, for example the study of improving tea oil cultivation technology and increasing government support to the industry.In the early development of the industry, the role of production orientation is impressive, but if we can focus on both production and marketing, dig consumption characteristics of tea oil from the terminal market, and understand consumer awareness and purchase behavior of the tea oil, it has great advantage to promote the development of the whole industry.This paper uses consumer awareness and purchase behavior as the basic theory, uses two hundred residents in main area of Changsha city as the research object, through questionnaire to investigate the cognitive of tea oil, consumption status of tea oil, and reasons influence purchase behavior and etc.The main contents are as follows:the basic situation of consumers, consumers’ right to know the cognition of edible oil, consumer cognition and evaluation on tea seed oil, the consumption of tea seed oil, and various factors on the impact of the purchase tea seed oil.The results show that:(1) although most of the residents think they know tea oil, but stays at a surface level of understanding of tea oil, simple know tea oil is good oil in cooking oil, and the nutrition health care function of about tea oil know little about the specific aspects of peculiar efficacy. (2) although there are companies specialized in tea oil production and sales, but the promotion does not reach the designated position, is not known by people. (3) although not exclusive tea oil consumption, but because its price is higher, limiting the general class of consumption, therefore, consumption of edible oil was less than other varieties, tea oil consumer markets did not open.(4) the citizens to buy tea oil is affected by many factors, the research thought of tea oil purchases have different degree of influence of the main factors are:consumer oneself cognitive factors, cognitive factors of tea oil consumers, consumers of tea oil quality cognitive factors. Finally based on the basic situation, consumers’ cognition of edible oil consumption, consumer cognition and evaluation of tea oil and tea oil consumption is the main part of the big four questionnaires, for each part of the problem put forward the corresponding Suggestions and prospects.