The Research On The Purchasing Willingness Of Peony Oil

In recent years,the external dependence degree of edible vegetable oil in China is exorbitant,which demands improving the domestic production of raw materials or developing new varieties of plant oils.With the upgrading of China's consumption level,consumers' requirements of quality of oil is becoming more and more high.In addition,the state council issued "the opinion on accelerating the development of woody oil industry",supporting and encouraging the planting of oil peony,providing the guarantee of development of oil peony.As a result,the peony oil has a large market prospect.This paper researchs on the influence factors of peony oil purchase intention from the perspective of the consumer,hoping to find a new research derection of peony oil.This paper get the date by means of questionnaire,using SPSS 19.0 statistical software to analyze the date,and the paper select the binary Logistic regression model as the model.This paper extract 7 common factors from 24 independent variable factors by factor analysis,respectively is individual and family characteristics,personal ability,awareness,confidence,motivation factors,health guidance,products and markets.Regression analysis results show that gender,income level,product variety,awareness,to try new varieties,a symbol of status,to stress their health,price and promotion has a significant influence of peony oil purchase intention.According to the result of regression analysis,this paper puts forward three Suggestions:first is to set reasonable moderate price strategy,the second is to strengthen the publicity of peony oil,the third is to increase the peony oil products.Hope to provide some references for promoting the development of peony oil.