Empirical Study On The Influence Of Regional Brand Cognition Of Meihe Rice On Consumers’ Purchasing Intention

With the in-depth implementation of China’s agricultural branding strategy process,the role of branded agriculture in the revitalization of rural industries has become more and more prominent,becoming the direction of upgrading the consumption structure and supply system.2022 Central Government No.1 document clearly proposes to strengthen variety cultivation,improve quality,build brands and enhance standardized production;promote the commitment of edible agricultural products to meet the standard certificate system,and improve the quality and safety traceability system of the whole industrial chain.In order to enhance the added value of agriculture and bring into play the brand premium function,more and more agricultural products are beginning to focus on building their own brands.In recent years,the Meihe rice brand,relying on local government cultivation,has been selected to be on the list of national geographical indication protection demonstration zones to be created in 2021.In this context,it is of certain research significance to study the theories related to the regional brand perception and consumer perception of Meihe rice,and also to make a guiding role for the brand building of Meihe rice,thus promoting consumers’ purchase intention for Meihe rice.This paper is based on domestic and international research on brand perception,consumer perception,and consumer purchase intention,and is a systematic summary.The study summarises the current situation of the Meihe rice industry and brand building and constructs a model of the influence of Meihe rice brand perception and consumer perception on purchase intention.The research was based on the established scales of existing research,the reliability of the scales was tested,and finally,a questionnaire was developed.The hypothesis was put to the test by analyzing the data collected.The results of the study confirmed that: regional brand awareness and brand image of Meihe rice have a significant positive effect on consumers’ purchase ideas;the awareness and image of the Meihe rice regional brand can significantly and positively influence consumers’ perceived quality and perceived value;the perceived value and perceived quality of Meihe rice consumers can significantly and positively influence their purchase intention.Through the above research findings,the article proposes a few countermeasures from the perspective of Meihe rice regional brand and the reality of rice industry development: ensure the quality of rice and do the groundwork for the development of the regional brand;increase the efforts to promote the brand and strive to enhance the visibility of the brand;enhance the image of the brand and strengthen the cultural aspects of the regional brand;strengthen regional brand construction with government enterprises as the lead.