Research On Consumers' Preference For Yanbian Beef

Yanbian cattle and qinchuan cattle,nanyang cattle,luxi cattle,jinnan cattle and known as China's five superior cattle species.Yanbian yellow beef is a national geographic product of China.It is favored by consumers because of its delicate taste,rich nutrition and juicy taste.With the development of society,consumers' demand for high-quality beef is increasing with each passing day.In the beef market,there are still some unsafe beef such as shoddy beef,watered-down beef and mixed beef.These quality safety problems that make it difficult for consumers to distinguish will reduce consumers' trust and evaluation on high-quality beef,resulting in insufficient willingness to pay.These phenomena are likely to lead to the low price of high-quality beef and strike the enthusiasm of farmers,which may cause structural imbalance between supply and demand.Based on the literature of beef quality characteristics and consumer behavior,this paper investigated the current situation of Yanji residents'purchase of Yanbian yellow beef.Using the characteristic price model,this paper analyzes the influencing factors of Yanbian yellow beef selection preference,obtains the quality perception information of Yanbian yellow beef from the perspective of consumers,and then finds problems to guide the production practice.The findings of this paper are as follows:first,freshness,hygiene,taste and safety are the quality characteristics of beef that consumers pay the most attention to and prefer the most.Secondly,the results of the cross analysis show that the basic statistical characteristics of the population in four categories:ethnic group,age,educational background and occupation have significant influence on the purchasing behavior of yanbian yellow beef.Thirdly,the empirical analysis results show that the purchase place,purchase frequency,identification factor,family monthly income and family population are all factors that affect the selection preference of yanbian yellow beef.The effect of purchasing place,purchasing frequency,identification factor,monthly family income and family population on yanbian yellow beef is decreasing.Among them,the identification factor,purchase frequency and family number have significant positive effects on the selection preference of yanbian yellow beef,while the monthly family income and purchase place have significant negative effects on the consumers' choice preference of yanbian yellow beef.Based on the analysis of the above research results,the following five suggestions are put forward.At the level of government supervision:give full play to the leading role of the government and the regulatory functions of relevant departments;at the level of laws and regulations:the government,together with relevant departments,promulgates and implements laws and regulations to protect the geographical indication product Yanbian yellow beef;at the level of enterprise brand:enterprises pay attention to the promotion of brand image and expand market share;pay attention to storage and packaging management to ensure fresh and clean meat quality.