Consumer Behavior Research. Chengdu Chilled Pork Market

With raising of people's income level and speeding up the life rhythm, the chilled pork has been received favourably in more and more consumer markets, with its advantages as safe and convenients. It is particularly important to find out the consumers' preferences and consumptive trends accurately and effectively, when our meat industry facing the seldom developing opportunities and the chilled pork could falling in high-speed development. That can not only providing basis for the enterprises to formulate the corresponding development strategies to secure victories in the competitive market, also be helpful for the market development and promotion of the chilled pork.This paper referenced the concerned domestices and foreign informations, using consumer behavior theory, consumer decision theory and other related contents, drawing on the general index system and the research model of the common consumer behavior studies, and combining with the consumers'specific conditions in Chengdu chilled pork market, then designed and investigated the consumer questionnaires for finally study. In the analysis methodes, we need to find out the consumers'demographic characteristics and the basic consumption characteristics by statistical analysing the questionnaires first Then, using the Logistic regression model to analyse the effective factors of sonsumer behaviors and the consumers'willingness to pay on the chilled pork and the influence factors.The results indicated that in Chengdu's chilled pork market the consumers'attention to the chilled pork is higher, while the awareness is not so high. The factors effectively on consumers'purchasing behavior including the age, education, income level, convenience degree, awareness etc., and the product's own internal and external factors are also the key consideration factors when consumers choose to buy. Consumers have strong willingness to buy the chilled pork, consumers'age, the evaluation to quality and safety have prominent influences on consumers'willingness to pay.According to the real situation of chilled pork consumptions, we gave suggestions from two angles including the government and the enterprises, in order to promote the chilled pork market develop rapidly. The government, should strengthen the supervision system, improve the market environment, make big support to the development of chilled pork industry, strengthen publicity the science knowledge of chilled pork to guide consumption demand correctly. For the enterprises, should strengthen the internal quality control, set up a nice brand image; strengthen the research and use of technology, improve the new products development dynamics; control the cost of management strictly, formulate a rational sale price; strengthen the channel management and construction, lay the market foundation to the chilled pork development; expand propaganda, increase the consumers'awareness and purchases.