Fresh Chicken Consumer Behavior Research

Fresh chicken in the 20 th century because of its health and safety,and the advantages of convenient sweet-meated,cutting popular European countries of the high-end consumer groups,in other words the fresh chicken developed markets in Europe and tend to be stable and mature,consumers were more likely to fresh chicken cognition.Fresh chicken in C hina the development of a large part of the degree of disease,have taken place in Hong Kong and Macao in 1997 on a large scale of bird flu,in order to ensure the safety of the residents,Hong Kong and Macao is proposed with ice fresh chicken instead of the policy of live chickens,and gradually the leadership of the consumer's decision-making behavior.O utbreaks of bird flu in 2004 and 2013 "H7N9 flu",promoted our country many cities for fresh chicken promotion determination.Implemented as early as in 2002 guangzhou jiangfeng and several companies have production ice fresh chicken,and tried to open the market,but due to deviation of live birds,domestic enterprises have to give priority to with Hong Kong and Macao markets,after 2004 years according to the raw chicken in the great cities of the policy to gradually enter the mainland market.At present,Beijing,guangdong,zhejiang and so on,has established the first fresh chicken promotion policies,and permanently closed or live poultry trade restrictions.But it is fresh chicken to promote the implementation of the policy,is not too ideal,is not nearly as raw chicken consumption speed also live poultry.The author thinks that the consumer lack of trust is the key problem which restrict the development of the fresh agricultural products continue to benign and of course trust issues have caused common concern of researchers and fresh sales operators.How to promote consumer confidence in the fresh a gricultural products,to help build fresh production sale enterprise trusted consumer trading environment becomes the fresh agricultural products marketing field and an important issue in the field of food safety.In this paper for fresh chicken consumptio n behavior survey data in meizhou city,under the support of the valence theory,asymmetric information theory,a theory on the basis of trust before,based on the trust of the system,enterprise and individual characteristics model,studies the trust factors affect consumers to buy fresh chicken decision-making mechanism.O n the basis of an analysis of the causal factors put forward countermeasures of consumer trust of fresh chicken products.