Research On The Factors Inflencing Consumer's Purchasing Behavior Of Chilled Meat Products And Its Brand Store

Chinese meat industry is now in a period of transition from backward to advanced and from traditional to modern.From the angle of product structure,the structure of China's meat consumption has changed significantly because of consumer's increasingly focus on food quality and safety.The appearance and promotion of chilled meat guides consumers to gradually change their attitudes and habits of eating fresh meat and carcass meat,which shows the trend of replacing traditional fresh meat from the chilled meat.From the angle of business operation,it is experiencing the transition from extensive and decentralized operation to brand chain monopoly.The brand shop of chilled meat has been spring up like the mushrooms in recent years as the own sales terminal of meat enterprise,so the market is very competitive.In this context,understanding consumer's cognition preferences and purchasing behavior of chilled meat products,making chilled meat brand stores remain invincible in market competition are the issues that need to be addressed urgently faced with the chilled meat marketing practice.Based on the domestic and foreign study,we learned from the universal indicator system and model,and designed the questionnaire combined with chilled meat product features and consumer's specific conditions.We analyzed the consumer's purchasing behavior from the angle of chilled meat products and the angle of the enterprising own terminal.The significance of this study is to provide theoretical adivices of the operation and management of cilled brand stores based on the understanding of the situation of consumers consumption of cilled meat products.In this paper,we performed a statistical analysis on the questionnaire,and then used the orderly Logistic regression to analyze the factors affecting consumer's purchasing behavior.At last,we used the structural equation modeling method to explore the influencing factors and specific path of consumer's purchasing behavior about the brand store of chilled meat.The empirical results show that:(1)the education of consumers,the total monthly family income,the concern degree of pork quality and safety,the concern degree of pork brand and the cognitive environment of consumers about the health,freshness,taste between chilled meat and fresh meat are significantly and positively correlated to the purchasing behavior of chilled meat products.The consumer's age,whether she/he is the main buyer of family food,the satisfaction degree of local government regulation on fresh pork market,the concern degree of the color,feel and smell of pork when choosing pork are significantly and negatively correlated to the purchasing behavior of chilled meat products.(2)The factors that can affect the purchasing behavior of consumers in chilled meat brand store are product value,convenience value and brand value.The consumer's satisfaction is positively correlated to the purchasing behavior of consumers,the consumer's satisfaction plays a mediating role between consumer's perceived value and the purchasing behavior.Finally,in order to promote the market of chilled meat and develop the brand stores of chilled meat,we put forward some suggestions respectively from the angles of chilled meat enterprise,the government and association.For chilled meat enterprise,in addition to guaranteeing the products of satety and quality,it should establish a good brand image and strengthen the terminal channel management.It should also strengthen efforts to propaganda and focus on the demand of consumers to increase consumer's awareness and purchases of chilled meats.For the government and associations,it should strengthen market supervision system,increase support for the development of chilled meat industry,spread the knowledge of chilled meat and advocate healthy consumption to make the cilled meat become the main current of the meat consumption instead of the fresh meat and frozen meat.