Research On The Impact Factors Of Consumers' Choice Will On Branded Egg

As lots of new technology comes up, an increasingly number of food which used biotechnology has entered into commercial market, the branded egg with higher nutrition is one of them. Compared with the ordinary egg or natural egg, the branded egg is rich of nutriment which is able to keep one healthy, and some even can do help to clean the blood vessel. So, in the views of nutrition, the branded egg has its own competition advantage. However, the application of new biotechnology and the control of chicken feed make the branded egg price higher than others. In consider of Chinese consumption level, if consumers can't afford or wouldn't like to purchase the branded egg, the branded egg company and the branded egg market will mired in difficulties. In such situation, to research the consumers' willingness to pay on the branded egg has great significance.The purpose of this paper is mean to recognize overall situation of the consumption will on the branded egg. And then, Logit model will be used to analyze the impact factors of the consumption will. After that, CVM would be put to use to evaluate the willingness to pay and COX proportional hazard model also be used to analyze the impact factors.With the described analysis and quantitative analysis done, the results indicate that Nanjinger have, competitively, high consumption will on the branded egg. The main impact factors are the education background and the place where consumers buy eggs, etc. And the willingness to pay the branded egg was mainly impacted by the family monthly income, education background, the perception of food safety and quality. According to the analyze consequence, author come up with some advices. The local government should publicize the food safety label, establish some policy to encourage the factories and stores to product or sale the branded eggs and strengthen the supervision of the egg market. As the branded egg factories or stores, they should do much job on the brand construction and invest much more capitals to R&D to produce the eggs with different nutrition on different price.