The Empirical Study On The Pork Consumers Buying Behavior In Supermarket Supermarket

China is the largest pork producing and consuming country in the world,but its qualityand safety level is relatively low,affecting physical and mental health of domestic consumersand restricting restricts the enhancement of international competitiveness of the pork industry.Supermarket for the seller to build high-quality pork supply chain become a An effective wayto solve the current quality and safety of pork products.In addition to general marketingfunctions,Supermarket in quality pork supply chain play a security role of the quality ofagricultural products, promoting cooperation and innovation between the pig slaughtering andprocessing enterprises,farms and consumers, and from a whole different level to ensure thequality and safety of pork.Based on literatures analysis,expert interviews and investigation,and reference the study results of High quality pork supply chain management research group,this paper empirical analyses consumer behaviour by methods of systems analysis,statisticalanalysis and structural analysis, thus contributing to provide a theoretical reference andpractical guidance to promote the improvement of the quality and safety behavior ofhigh-quality pork supply chain partners.The consumer behavior theory is the foundation of this paper. First,this part starts formthe research of Consumer Demand and Motivation Theory, Consumer Buying BehaviorTheory and Cognition and Behavior Theory.Then it explains the course of the supermarket inhigh quality pork supply chain in terms of logistics, environmental sanitary management,problem pork back and auxiliary management. Finally, it descripts the consumer buyingbehavior, and the model of pork consumers buying behavior in the supermarket, and itsummaries the basic situation of pork consumers in the supermarket on the basis of previoussurveys.Study shows that: the role of supermarkets is mainly reflected in the promotion forslaughter and processing enterprises and pig farms and the guide for customer;Supermarketoperator characteristics indicate that the supermarket is a good place for pork sales，andsupermarkets involved in quality pork supply chain，in addition to the impact of porkproduction and circulation,it is bound to have a significant impact on consumer buyingbehavior;Consumer buying behavior in the supermarket is on the cognitive basis of supermarket pork,which is based on pork quality and security indicators(including sensoryindicators, physicochemical indicators and microbiological indicators),using a series ofmethods to evaluate and select the pork and select,and finally,it implements a series ofcombinations of buying and activisming.Therefore,cognition research on the quality andsafety of consumers is the focus of the empirical analysis.The analysis of pork consumers’ awareness of quality safety and their willingness andbehavior to buy pork in supermarkets is the foundation of this paper. Pork consumers’awareness of quality safety, their willingness to buy pork in supermarkets as well as theirbehavior are analyzed in this paper, based on a questionnaire survey of560consumers inShandong province. The study has the following findings: respondents in general areconcerned about food safety issue, but they lack basic knowledge of pork quality safety;respondents approve the quality safety status of pork in supermarkets, and they are willing tobuy supermarket pork of guaranteed quality with price not higher than130%of that of porksold in farm fairs; respondents choose supermarkets and pork sold in supermarkets mainlybased on social reputation, quality and price, but the price elasticity of the amount of porkpurchased is high, while the quality elasticity of the amount of pork purchased is low. Thuspropaganda and education are necessary to further improve pork consumers’ awareness ofquality safety and their pork purchase behavior in supermarkets.Empirical study on factors influencing consumers’ behaviors to buy pork in supermarketsis the core of this paper. With the continuous increment of domestic income level and theattention to food safety, more and more consumers regard the supermarket as the main placeof buying pork. Based on the560consumers’ survey data in Shandong province, this paperemployes the Logistic model to analyze the factors influencing consumers’ behaviors to buypork in supermarkets. The results show that: the seven factors such as the interviewees’ age,education, per capita monthly income of family, the cognition of the problematic pork and thepork in supermarkets, the pork quality and shopping environment in supermarkets havesignificant positive impact on pork consumers’ buying behaviors in supermarkets.Optimizing the pig farm households’ quality and safety behavior and maximizing therole of supermarkets in the supply chain is the end-result of this paper.According to actualresearch and the results of Logistic model.According to the above results, this paper presents recommendations from consumers, supermarkets, pork supply chain and government.From theconsumer’s own point of view,it is necessary to enhance learning,improve the quality andsafety of the cognitive level,purchasing and rights power;from the supermarket point ofview,it is necessary to ensure the quality of pork, develop an appropriate marketing strategyand actively promote the guidance to strengthen the quality and safety signaling;from theperspective of supply chain, it is necessary to increase supply chain transparency, strengthenthe construction and management of the supply chain; from the government point of view, itis necessary to broad the understanding of public opinion,enhance the supervision of themasses and intensify the education and publicity.These measures will comprehensivelyimprove the understanding and awareness of consumers about the quality and safety level,thereby improving pork consumers supermarket buying behavior.