Research On Satisfaction Of Urban Residents Marine Products Consumption

With the rapid development of economy in our country, the income level of residents in our country continuously promote gradually,the characteristics of Chinese residents’ consumption from "subsistence type"consumption gradually changed to "nutrition" and "fashion" consumption.Marine products, as a high protein, high mineral products, is gradually being recognized by consumers,per capita purchase volume increased year by year. With the rapid development of Marine fishery and Marine aquaculture, the quantity and variety of marine produces in our country has reached an unprecedented scale. When consumers purchasing marine products they have more choices.The changes of urban residents’ consumption structure and the demand, make the consumers not only focus on product’s quality and price, environment, service and other factors have also been gradually paid attention to.However, in recent years,due to the frequent occurrence of food poisoning and other accidents, consumer’s trust in the marine products is lower and lower, complaints and complaints have been increasing,satisfaction level is declining. Consumers are not satisfied with the marine products they purchase,will not only affect consumers’ post-consumption behavior, but also have a influence on the whole development of marine produces market. This article is a survey about marine products consumption satisfaction of urban residents in this background.This research is based on theory of the consumer behavior, customer satisfaction theory as a foundation, combined with the characteristics of marine products, summarizes the factors that influence the urban residents marine produces consumption satisfaction.Chosen the product freshness, the number and variety of products, sanitation, traffic convenience, speed of checkout, a total of 11 indexes such as promotional activities, build the marine produces consumption satisfaction assessment system for the urban residents. Selected Dalian Pulandian as the research object, design survey questionnaire investigation.Issued 220 questionnaires,useful questionnaires is 206. The descriptive analysis about urban residents of Pulandian consumption marine consumption behavior, different demographic variables (gender, age, income, level of education) of urban residents for marine products consumption satisfaction.Make factor analysis of affecting the satisfaction of urban residents marine products consumption.The common factor was extracted by principal component analysis method,marine characteristic factor、service factor、environmental factor and convenience factor of the cumulative contribution rate of 66.295%. The weights of the four common factors are calculated,marine products characteristic factors in the consumption of urban residents in the consumption of seafood is the largest proportion of the evaluation, Convenience factor is the proportion of the minimum.Finally on the basis of analysis and summary,put forward countermeasures and suggestions from six aspects of marine product price, merchant service, infrastructure,checkout method and others, in order to improve the satisfaction of urban residents marine products consumption.