The Study On The Factors Influencing Feed Brand Loyalty Of Pig-Breeding Farmers

China’s feed industry started late, but after nearly four decades of development. China’s feed production has reached181million tons by2011. the the feed industrial production scale ranks first in the world. Meanwhile, the concentration ratio of feed enterprises in China is increasing. At the end of2011, the number of China’s feed enterprises with the annual output exceeding100,000tons is reached360, six times in2002, an average annual increase of33enterprises; And the number of large feed enterprise with the annual output of more than500,000tons reach33, these33companies’ production accounts for43%of the country’s total forage yield. But the concentration ratio of feed enterprises in China is still lower than the degree of concentration of the feed industry in the United States, for example, the production of top10feed enterprises from U.S., could meet the64%needs of the market. The goal of china feed industry development is be more centralized in the future, but during this process, how to maintain pig-breeding farmers’ brand loyalty is crucial important. Feed enterprises only have to maintain pig-breeding farmers’ feed brand loyalty in order to become bigger and stronger. to good to centralize development. So it is in this context, the paper launched a study of the factors affecting pig-breeding farmers’ feed brand loyalty.To begin with, these studies review some literature about the connotation of the brand, brand loyalty, the measurement of brand loyalty and the factors that impact brand loyalty. On the basis of previous studies, we assumed that some factors affect pig-breeding farmers’feed brand loyalty, and finally use the data that obtained through field research to validate these assumptions. Our empirical results indicate that the is the The mutual relationship primary factor that affect their feed brand loyalty, The mutual relationship include the contact between the pig-breeding farmers with feed companies, and the contact between the pig-breeding farmers each other. The relationship between the pig-breeding farmers with feed conpanies could enhace pig-breeding farmers’dependency on feed brand, and the contacet between the pig-breeding farmers each other could strengthening learning and exchange among them. Secondly factor that affect pig-breeding farmers’feed brand loyalty is the perceived quality, the stability of the feed have a direct and positive impact to the use of time for a feed brand. Once more, the factor that affect pig-breeding’ feed brand loyalty is perceived value. We found that pig-breeding farmers prefer these feed brands that price is cheap and could buying on credit. And they are more willing to buy. The last factor that affects pig-breeding farmers’feed loyalty is perceived risk. Pig-breeding farmers perceived risk have a negative impact on their feed brand loyalty. When pig-breeding farmers perceived that the feed is containing prohibited additives or may lead to bad consequences to public health, they are unwilling to long-term use this feed brand, and their feed brand loyalty will be lower. In our study, we found that even the well-known feed brand with quality guaranteed, the barnd reputation have no impact on the feed brand loyalty of pig farmer.At the end of this study, we made some policy recommendations according to the results of this study. At this stage, the feed companies in order to maintain the feed brand loyalty of the pig-breeding farmers, they should not olny guarantee the quality of the products, but also they should reduce costs as much as possible. Meanwhile, when they make an ad, they should highlight thire feed brand features with green, safe,and environmentally friendly. And feed enterprise should make great efforts to establish a good relationship with pig-breeding farmers, in order to enhance farmers’ dependency on own feed brand.