Study On The Relationship Between Urban Residents’ Poultry Consumption Decision-making Pattern And Poultry Logistics Terminal Selection Behavior

Since the reform and opening up,poultry meat has maintained the fastest growth rate in the rapidly growing indoor demand for meat among Chinese residents.Compared with western developed countries,China’s annual per capita poultry consumption is low,which indicates the huge consumption potential of China.The consumer is the real participant in the transaction behavior,the main body of the market behavior,occupies the dominant position in the commodity service market.Only by clarifying the behaviors of choosing logistics terminals under different consumption decision-making patterns and exploring the specific characteristics of choosing logistics terminals under different consumption decision-making patterns,can we better provide more scientific decision-making basis and feasible suggestions for government poultry meat enterprises and logistics terminal enterprises.Jiangsu Province is a large poultry production and consumption province,so this paper takes urban residents in Jiangsu Province as the research object.In this article,through exploratory factor analysis of urban residents in Jiangsu province segment of poultry consumption decision types,through multiple linear regression to clarify for urban residents in Jiangsu province poultry consumption decision types and poultry logistics terminal choice behavior relationship,reveal different consumer decision-making pattern for urban residents to choose the class specific demographics of poultry logistics terminals.The research conclusions:(1)There are 7 types of poultry meat consumption decisions made by urban residents in Jiangsu province,including loyalty,habit,quality impressions,leisure and entertainment impressions,time saving and popularity impressions and brand impressions.(2)Through the regression analysis of the choice intention between the urban residents with different poultry consumption decision-making patterns and the poultry logistics terminal,it was found that the loyal urban residents tended to choose the deli stores.Urban dwellers with top quality impressions tended to use farmers’ markets;Leisure and entertainment type urban residents tend to choose the supermarket,community convenience store,rural chicken farmers online fresh supermarket and street mobile stand,which involve a wide range.Decision-plagued urban residents will hesitate to choose the community convenience store,rural chicken farmers and online fresh supermarket to buy poultry meat.Urban residents with brand recognition showed a preference for all 7 types of logistics terminals.(3)Taking population characteristics as the control variable,through regression analysis,it was found that urban residents with different consumption decision-making patterns had great differences in population characteristics in choosing poultry meat logistics terminals.Based on the above research conclusions,this paper proposes the following countermeasures and suggestions:(1)strengthen the management of poultry trade in farmers markets;(2)strengthen the quality and health and safety supervision of deli products stores;(3)improve the shopping environment of large supermarkets and strengthen quality supervision;(4)improve the delivery and service quality of online fresh supermarkets;(5)support the branding and chain development of community convenience stores;(6)establish brand awareness and build characteristic brands.