Based On The Ya'an Urban Domestic Market Livestock And Poultry Products Consumer Behavior Research

Our country is a large agricultural nation. The animal husbandry is the important constituent of agriculture. Now the animal husbandry of our country is having positive and important change which emphasizes not only the output, but also the quality and effectiveness, product multiplication is also greatly developed. This in fact reflected the changes which occur in the consuming. It is the inevitable result of people's demand for animal husbandry product of high quality, and is also the result of social progress and the productive forces development.The poultry product is the most important animalistic food of human being. The meat, milk and egg are all the main protein resource for human nutrition. With the fast development of social economy and the increasingly enhancement of living standard, people start to care for the quality, nutrition, and safety of food. The requirement on food quality and security is getting stricter and stricter.However, in recent years, our country poultry produce market appeared some undulations, like SARS, birds and beasts' flu; party loyalty duck egg event, etc. These questions have caused the producer, the consumer, operation business and government department's close attention.Conducts the system thorough research from the consumer angle to the poultry product consumer behavior, will be helpful to the producer and manages the superintendent to make clear the Ya'an city poultry product consumer's behavior culture, in order to accurately take the consumer as the center, and to adjust the product structure, in order to satisfy the requirement of consumer, thus enhance the competitive ability of products. It's helpful to make the products more suitable for sale, and increase the income of farmers and processing enterprise; it's also helpful for industry development, for the advance of socialism new rural reconstruction, and for the raises of people's living standard and quality.In order to achieve the above goal, the present paper carries on systematic and practical research from the city family market angle to the Ya'an city poultry product consumer behavior. First, it designed the investigation form, carries on the typical survey, and discovers the characteristic of the inhabitant family consumers in Ya'an city poultry produce market on the basis of statistical analysis. Then standard analysis and the practical analysis method are used to analyze the main characteristic, tendency and effect factors of poultry product consumer behavior in Ya'an's city family market. Also mathematical model was used in confirmation, and conclusion and suggestion are drawn on this foundation.The main conclusions of the study are as follows: First, in urban families, the main actors in the decision-making of purchasing are parents, wife or husband, and the percentage of wife or parents is obviously higher. The families have strong ability to buy food; Second, the consumption of urban families mainly concentrated in some traditional industries and animal products, families with different income levels show a significant difference in the consuming of different varieties; Third, urban families poultry products consumption structure is closely related to family income. And the present variety of animal and poultry products are too few. The deep processing and production scale are not high, which limited the freedom of consumers to choose; Fourth, the consumption behavior of animal products in Ya'an urban household are mainly impacted by family income, product quality, price, safety, brand, flavor, nutrition, market development and so on, and each factor shows a different relevance; Fifth, Animal products lack of local famous brands and consumer attitudes and consumption patterns could be improved.On this basis, the paper made corresponding recommendations respectively from the perspective of government, breeding and processing entities and consumers. First, government should strengthen leadership and scientific policy-making, practical farming and make development planning of animal products intensive processing; Secondly, The government must create a favorable business environment and support the existing culture entities, in particular for the fine food processing enterprises, so that they can be developed bigger and stronger; Third, breeding and processing entities must implement improved livestock strains, promote ecological and health culture, improve the quality and efficiency of breeding and processing; Fourth, breeding and processing entities need to create market-oriented brands, and vigorously implement the brand-name business strategy; Fifth, Consumer should change the traditional consuming attitudes and approaches into scientific, healthy, rational consumer behaviors.