Analysis Of Consumers’ Purchasing Behavior Of Imported Beef From Kazakhstan

This year marks the 30 th anniversary of the establishment of diplomatic ties between China and Kazakhstan.Under the background of the Belt and Road Initiative,Trade between China and Kazakhstan is getting closer and closer.With the improvement of China’s economic development level and the improvement of consumers’ quality,consumers’ demand for food has shifted to a higher level,paying more and more attention to the pursuit of high quality,high nutrition,low calorie food;In addition,the development status of Beef in China shows that the production efficiency of beef is low and the contradiction between supply and demand is prominent.Therefore,The attitude of Chinese consumers towards imported beef has changed significantly.As can be seen from the data of imported beef trade of Chinese customs,compared with before,consumers gradually accept and prefer imported beef.Since June2018,when the General Administration of Customs,PRC allowed Kazakh beef that met China’s inspection and quarantine requirements to enter the Chinese market,China’s market to Kazakhstan has continued to expand,driven by price advantages and increasing consumer preferences.However,for imported beef from Kazakhstan,consumers lack of understanding and awareness of imported beef from Kazakhstan and are worried about the safety of imported food in the consumer market.Therefore,while standardizing China’s imported beef market,it is necessary to meet consumers’ escalating food demands.The study of the influence of different attributes and factors on consumers’ purchasing intention will not only help importers to improve the supply chain system of imported beef from Kazakhstan,but also help importers to provide beef that meets consumers’ needs.In this paper,qualitative and quantitative analysis is carried out.By combing the domestic and foreign literature on consumers’ purchasing behavior of imported beef,combining with the status quo of beef consumption and trade,the theoretical analysis framework of this paper is constructed based on consumers’ cognition,attitude and purchasing behavior.In terms of qualitative research,the focus interview method is used to deeply investigate and analyze consumers’ cognition and attitude towards kazakh imported beef,so that the results of the focus interview method can be used to design and optimize variables before the auction experiment.In terms of quantitative analysis,in domestic beef and beef kazakhstan,for the subject matter,based on the theoretical analysis framework and focus the interview results,install the 19 variables such as gender,age,residence,in the xinjiang uygur autonomous region(hereinafter referred to as "the xinjiang urumqi 235 consumers as sample,using the second auction experiment method,To study consumers’ willingness to pay for imported beef from Kazakhstan and the influence of different variables on consumers’ willingness to buy beef.The results show that consumers are willing to pay a high premium for kazakh beef imports.The three bids of Kazakh beef were all higher than domestic beef,and the premium increased by 28.07% after the presentation of relevant import certificates.The premium increased by 9.43 percent after adding safety information such as quarantine reports.Through binary Logistic regression model analysis,it is concluded that gender,age,education level,income,health,taste and brand have significant influence on consumers’ purchase intention.Therefore,this paper puts forward targeted countermeasures and suggestions for domestic and foreign enterprises engaged in the international trade of Kazakhstan imported beef,in order to meet consumer demand,and promote the development and improvement of China’s Kazakhstan imported beef market.