A Study Of The Consumers’ Willingness-to-Pay For Fresh Chicken In Guangzhou City

The food are material basis of survival and development. In our country, and second to the pork chicken meat consumer goods, chicken has become the necessities of daily life. Based on consumer concerns about psychology, government agencies must first set up the concept of "security, rest assured", standing in the consumer point of view,concern the concerns of the consumer, provide meet and exceed customer expectation level of products and services, as the difference between agricultural standardization mode differences and common agricultural products.In this paper, through the study of urban residents in standardization slaughter processing of fresh chicken buy choice behavior, analyze the factors affect the choice behavior, and puts forward the corresponding policy recommendations. First, theory to explore fresh chicken slaughter processing industrial chain on standardization of supply chain operation mechanism and performance. At the same time, on the basis of investigate the residents’ attitude towards standardization of fresh chicken held in guangzhou. Finally,the empirical analysis, the author found out that positive attitude towards standardization of agricultural products will guide the consumer purchase decision, in order to promote the industry development of agricultural products, agricultural products brand with provides reference.