Brand Identity And Pricing Strategy Of Agricultural Products Based On Consumers’ Perceived Quality

With the promotion of the strategy of "prospering agriculture by quality and brand",the number of registered agricultural product brands is increasing,and consumers’ attention to the safety and nutrition of agricultural products and the brand of agricultural products are also gradually increasing.However,the brand awareness of enterprises,the competitiveness of the brand,the popularity and effect of the brand,and the added value of agricultural products still need to be improved.The uneven development of the brand also makes it difficult for consumers to distinguish the products,causing difficulties for consumers in the identification and selection.Brand recognition can reduce the cost of consumers’ choice,and has a positive effect on improving consumers’ perceived quality,sales pricing,and promoting consumers’ purchases,but companies need to invest a certain amount of cost and effort to obtain consumer recognition.Therefore,enterprises should weigh the interaction between the cost of brand recognition,the benefits and the sales pricing of agricultural products to maximize profits.Based on the theory of consumer utility,this paper takes the brand as an intermediary of quality information,and considers the quality of agricultural products as the external quality that can be directly perceived by consumers and the internal quality conveyed by the enterprise through the brand,studies the brand identity and pricing strategy of enterprises to provide a reference for enterprises to build a brand with quality as the core value and to achieve "high quality with good price".First,this paper studies whether the enterprise make efforts for brand identify or not when using the brand as the quality clue for agricultural products in a certain market,and builds the demand function for two modes through the consumer utility,aiming at the maximum profit of the enterprise to obtain the optimal price and brand identity.At the same time,the price and profit were compared,and the impact of relevant parameter changes on the company’s optimal price,brand identity level and profit were discussed.Then,consider how the enterprise sets the price of the product and brand identity efforts to maximize profits when there is already a branded seller in a market.Taking one branded enterprise as the main body,models for demand and profit of the brand enterprise in the competitive environment were constructed,the optimal sales pricing and brand identity decision of the enterprise under the competition situation was obtained with the goal of profit maximization,and the relevant parameters are discussed through numerical analysis to show the impact of changes on the firm’s optimal price,brand recognition,and profits,and compared with the price in non-competitive environment,discussed market conditions and the impact on consumers.According to the research,it is concluded that when consumers have a certain preference for quality,the sales price and profit when enterprise using the brand as the quality clue and making efforts to gain consumer brand identity was higher than when do not make efforts to the brand identity.Under the given parameters,when the company makes brand recognition efforts and the brand recognition level is 0.54,the maximum profit of the company increases by 52.6%,and the sales price increases by 52.5%.And when there was a competitor in the market,the price should be lower than the price in the non-competitive environment,and the brand identity level should be higher than in the non-competitive environment.When an enterprise using brand as the clue to the quality of agricultural products and makes brand identity efforts,selling higher quality agricultural products can achieve greater profit improvement.