The Research Of Perceived Quality Of Farm-product Based On Cue Theory Of External Quality

With the continuous improvement of quality of life, consumers on the quality of agricultural products is also getting higher and higher. Supermarket is an important marketing channels, consumers are gradually changed from far-markets to supermarkets to buy agricultural products. In General, into supermarkets agricultural products are the result of testing at various levels, is essential to guarantee their quality and safety, but consumers on the quality of agricultural products have rests not only on the most basic attributes such as security, processing convenience, also on taste, nutritional value and other properties have a higher requirement. Due to the property complex of agricultural product, can't simply from the appearance, color, assessment of its quality, such a subjective evaluation, referred to as the perceived quality. Therefore, the quality of agricultural products in order to effectively deliver quality products to consumers of quality information, need to use multiple external quality leads, including clues such as brand, price, origin information. Objective of this study is the effect of external cues on the perceived quality of agricultural products, which external clue that consumers use to evaluate the perceived quality of agricultural products, these external clues and the degree of correlation between perceived quality. External cues on perceived quality of products has been research hot points of foreign scholars, from a previous leads theory and perception of quality theory of accumulation, to the present study on specific products, there are a lot of literature in this area, particularly foreign scholars more studies met the local eating habits of agricultural products, such as wine, cheese, coffee, and so on. But in the country also has research literature on the impact of quality leads on perceived quality, but are broad and theoretical study of pan, which involves virtually no specific types of products. Therefore this article is based on the predecessor study theory, combined with the clues to this specific category of agricultural products, to study the effects of quality leads on the perceived quality of agricultural products.The chapter 1 is to explain the background and significance, and research objectives and key study content.Review the relevant research situation at home and abroad, from product quality to the quality of agricultural products, with clues to the early study theory and theory of perceived quality, clues and study of the perceived quality, through carding of related literature, form the main theoretical basis of this article.The chapter 2 is to study design and methods. Make this paper model, explain the relationships between related variables, and variables in the model assumptions, including brand, price, image, packaging and labeling, supermarket image of origin 6 variables. At the same time explain the empirical investigations, including interviews, questionnaire design, data design, data processing method, and so on. In order to ensure the reliability and validity of the questionnaire, is divided into investigation and formal investigation two steps, After pilot study, through factor analysis of load, strips out invalid statement in a table, then use Cronach ' s to the validity of a value, the value reached the 0.7 per cent of the reliability standards.After formal investigation data to factor analysis of load and reliability analysis, validity analyses, have reached good results, thus laying a foundation for further data analysis.The chapter 3 for data analysis. Combination of formal investigation analysis of the correlation data analysis using SPSS statistics software. Correlation analysis of brand name and perceived quality is high, prices and the relationship between perceived quality is moderate, relationship between origin image and perceived quality is moderate, packaging and perception of the image quality is highly relevant, labeling, and perceived quality is highly relevant, and supermarket image correlation between perceived quality is low and, assuming that have been set up.Results of the chapter 4 is based on empirical analysis, proposed strategies for effective use of external cues.The chapter 5 summarizes the significance of research on the theory and management of this article, and the limitations of this research and future research directions. In-depth study of different types of consumers, and combined with internal thread and external thread on specific effects of perception of the quality of agricultural products, research methods should also study on the application of experimental methods for more clues.