The Research On Han Yuan Pepper Brand Marketing Strategy Based On Consumer Purchase Behavior

In the context of rapid development of the market economy,the consumer market structure is constantly upgrading and changing.The traditional fragmented agricultural development model is no longer suitable for modern society and must transform towards a scalable and industrialized direction.Brand building is an essential prerequisite for the development of modern agriculture on a large scale and is also an important lever for implementing the rural revitalization strategy.Han Yuan Sichuan pepper has a long history of cultivation,is the soul of Sichuan cuisine,and is known as the "millennium tribute pepper," having long been active on the royal table.After years of hard work by the Han Yuan County government,it has gradually developed into a well-known regional agricultural brand,but facing fierce competition from many domestic Sichuan pepper brands,its development momentum is obviously insufficient,and it is necessary to carry out scientific research and explore the development path of the Han Yuan Sichuan pepper brand.This article focuses on the brand marketing of Han Yuan Sichuan pepper,firstly,explaining the necessity of research from the background,purpose,and significance of the study.Secondly,marketing theory,brand marketing theory,consumer behavior,and other related theories are combined to lay the theoretical foundation for a systematic study.Thirdly,through comprehensive research methods such as data collection,telephone interviews,and on-site surveys,the current development status of the Han Yuan Sichuan pepper industry is comprehensively analyzed,and the problems that exist in the current Han Yuan Sichuan pepper brand marketing process are preliminarily identified.Fourthly,based on the research data,a mathematical model of the brand marketing and consumer purchase behavior is constructed using a Logit binary choice model.Finally,based on empirical analysis combined with on-site inspection and research data,six factors affecting consumer purchase behavior,including brand perception,brand effect,product pricing,product packaging,consumer age,and consumer income level are identified,and five optimization strategies for Han Yuan Sichuan pepper brand marketing are proposed to improve brand image,strengthen publicity,improve market competitiveness through reasonable pricing,attract consumers with innovative packaging methods,and expand sales channels to expand the consumer base.The innovation of this study lies in the use of quantitative analysis results from the binary choice model to verify the qualitative analysis results of field research,providing a comprehensive understanding of the factors influencing consumer purchasing behavior for Hanyuan Sichuan pepper and targeted marketing strategies.