Investigation On Consumption Intention Of Buckwheat Products In Kulun Town Of Inner Mongolia

With the development of economy and society,people pay more and more attention to the nutrient rich grains.Buckwheat as a kind of coarse cereals,nutrition value,health care value,medicinal value in one,the rapid growth in demand.Tongliao,Inner Mongolia,Kulun flag has "the hometown of buckwheat" title.But there are still many problems in the development.Therefore,the urban residents in Inner Mongolia's Kulun town as the research object,understand the consumer willingness of buckwheat products and preferences,explore the influencing factors of consumer willingness,buckwheat producers provide beneficial basis processors has important significance.In this paper,a questionnaire survey was used to analyze the data of 198 respondents,and to analyze the factors that influence the consumption intention of buckwheat in Kulun.The results show that most of the people in Kulun are willing to consume the buckwheat products in Kulun,and the influencing factors are as follows:the age,nationality and occupation of the residents in Kulun town have a great influence on the consumption intention,and the income is less.The nutritional value of buckwheat itself and the taste,type and brand of buckwheat products have a greater impact on the consumption intention of Kulun residents,while the price of buckwheat has little effect on the consumption intention.According to the conclusion of the investigation,the following countermeasures are put forward.First,the recommendations for growers:the introduction of high-quality varieties,expand the scale of production;strengthen quality monitoring,standardize the production of planting;strengthen the organization of buckwheat producers.The two is the buckwheat processing enterprises suggestions:strengthen the deep processing of buckwheat industry development,rich product types;improve management,ensure the quality of products;broaden the sales channels of buckwheat,buckwheat products set up shop;rich in buckwheat products packaging;establish brand awareness,strengthen propaganda.Three is the government's proposal:to increase funding and technical support to support the strength of enterprises,increase publicity efforts to strengthen supervision and supervision of buckwheat products market.Four is to the consumer's suggestion:enhances the product cognition,establishes the correct expense idea;enhances own rights consciousness.