Investigation And Analysis On Theanimal Products Brand In Hebei Market

In the eastern,central and southern parts of Hebei Province,50 large-scale integrated livestock products markets in 5 cities were selected to conduct market animal product brand research.And 397 brands were counted for 1205 times,among which 154 were meat brands,477 times,115 were egg brands,201 times,128 were dairy brands,527 times.At the same time,500 consumer questionnaires were distributed and the questionnaire data were statistically analyzed.The results were as follows:1.The familiarity of consumers with the animal product brands in the market was related to age and education level.The survey results showed that the familiarity of consumers with brands increases with age among those younger than 46 years old.Those who are over the age of 46 were more familiar with the brand.We also found that the higher the education level of the consumer,the higher the familiarity with the brand.2.The channels for purchasing livestock products were mainly supermarkets and farmers' markets.The number of people choosing the number of supermarkets was74.9%,the number of people choosing farmers' markets was 40.0%,and other places was only 29.6%.It could be seen that consumers understand that the brand channel of livestock products was consistent with the purchase channel.3.The factors that lead consumers to buy animal product brands could be divided into 3 categories and 6 types.The first category was brand-oriented type,accounting for13.1% of the total number.The second category was two-way leading of price and brand,accounting for 35.8%.And the third category was price-driven type,accounting for 51.1%.4.Among the animal products brands,the frequency of well-known brands was higher,and the frequency of local brands was lower.Among the 50 investigated stores,Shuanghui,Jinluo,Yurun and other brands had higher familiarity rates and higher incidence rates.The local brands such as Faith,Lianchi and Wanlixiang had lower rates.Among the dairy brands,Mengniu,Yili,and Junlebao were known for their high frequency,while local brands such as Tianxiang,Kangnuo,and Qishi had lower rates.The quantity of egg product brand is more and the repetition is less,so the repeated brand has the basic characteristics of famous brand.Based on the above findings,some related suggestions and countermeasures were proposed as follows:Strengthen the propaganda of consumers of different ages and educational levels;increase the extension of brand publicity in the purchase channels,improve brand influence,clear brand positioning,reduce the vicious competition in the price;Strengthen the construction of local brands,speed up the development of well-known brands,inject brand culture,develop high-end brands.