An Analysis On Consumers Perception And Purchase Behavior Of Fortified Food

With our rapid economic development,urban residents cost more in food and take more attention to health and food nutrition. Good nutrition and health is not only the foundation of social and economic development, it is also the important goal of social and economic development.Fortified food has large cover area, quick effect and less cost,can improve the quality of people’s diet and significantly improve public health without to change people’s diet,so it’s the best health interventions.But,fortified food industry in China is still in its infancy,on the market the number and variety is less and many problems in terms of quality.So the research of urban residents purchase behavior of fortified food in our country can provide the basis for government to make policy and management fortified behavior,these will promote fortified food and play an important role in improve the nutrition and physical quality of people in our country.Based on all that have been mentioned,this paper fist raise the theoretical basis needed of this study, the theory of consumer behavior,and then comb some relevant literature,both at home and abroad,on fortified food.Then,based on the relevant theories and research findings,this paper stablishes the empirical analyzing frame work of the factors which affect our urban dwellers’consumption of fortified food,and design the questionnaire and obtained by Nanjing consumer survey data.Finally,this paper analyzes the relationship between urban dwellers’behavior to buy fortified food and the factors which affect their consumption by the means of some empirical studies,such as factor analysis and binary logistic regression analysis.Based on findings and conclusion,consumers had low level of awareness on fortified foods and low trust on the additive in fortified foods. However, they have a higher degree of health concerns and consumers buy fortified food is mainly used for filial piety and love children.Demographics, such as education, health status, family structure, family monthly net income, product factors, attitudinal factors, health, motivation and market factors, have significant impacts on consumers’purchasing behavior. So this paper puts forward some suggestions to promote the development of fortified food market in China:Strengthen the propaganda of fortified food, raise public awareness of fortified food and purchase convenience; Standardize the fortified food market, strengthen the food certification and management; Adjust measures to local conditions to develop in accordance with fortified food of our country’s consumer demand.