Research On The Consumption Behavior Of River Crabs In Shanghai Urban Residents

As a traditional consumer product,river crabs are non-rigid and demanding.Therefore,the consumer demand market for river crabs presents a certain degree of volatility,and the price of related products has become an important factor in consumer choice and consumption.In recent years,the hot selling of brands such as "Yangcheng Lake" hairy crabs proves from one aspect that consumers seem to be paying more and more attention to the brand identity of crabs.The quality attributes,origin attributes and brand attributes of the crab products themselves have become consumers.Aspects of more concern.From the consumer’s point of view,the consumption demand of crabs can be replaced by other products,which means that crabs are not a necessity,and the income level of consumers is also related to their needs.When the income level of consumers is higher,they may have more consumption behaviors for river crabs,but their consumption demand for river crabs is affected by many factors,such as consumers’ personal eating habits,geographical environment where they live,and even their relationship with friends and family around them.Recommendations are closely related.This paper studies and analyzes the crab consumption behavior of Shanghai residents and the factors that affect the consumption behavior of Shanghai residents,enriches the current research results in my country,and proposes targeted policy recommendations for Shanghai crab marketing strategies.This article takes Shanghai residents as the research object,and mainly uses questionnaires to investigate and analyze the behavior of crab consumers in six aspects:brand perception,product attributes,product appearance,product quality,promotional offers,and social recommendations.At the same time,SPSS26 is used..0 software conducts detailed correlation analysis and regression analysis on the questionnaire data,and concludes that factors such as brand perception,product attributes,product quality,promotional offers,social recommendations and other factors have a strong positive correlation with crab consumer behavior.However,The hypothesis of the positive influence of the external factors of the commodity does not hold.This research supports that brand perception,product attributes,product quality,social recommendations,and promotional offers have a positive influence on consumer behavior.The positive effects of the five variables on Shanghai crab consumers from strong to weak are promotional offers,product attributes,social recommendations,product quality,and brand perception.That is,promotional offers have the greatest impact on consumer behavior,followed by product attributes,and then It is social recommendation,product quality,and finally brand perception.Based on the research conclusions,the following policy recommendations are put forward:(1)Improve the social recommendation and reputation of crabs through various channels;(2)Carry out appropriate promotional offers;(3)Improve the corresponding commodity attributes and guide crab farmers Establish brand awareness and strengthen the discrimination and recognition of the attributes of crabs;(4)In the encouraging policies related to breeding of crabs,guidance on improving the quality of crabs can be strengthened.