Study On Edible Fungus Consumption Psychology And Consumption Behavior Of Residents In Small And Medium-Sized Cities Of Hubei Province

In recent years, with the development of economy and society, the living standards of the residents of the small and medium-sized cities in our country have gone up constantly, and the same to consumers’attitudes. At the same time, the edible fungi industry develop rapidly in small and medium-sized cities, the production has increased year by year, more and more consumers are fond of edible fungi because of its delicious taste, nutritious and pharmacological effects. Existing researches about edible fungi consumption in small and medium-sized cities are few, so actively grasp the psychology and behavior of consumption of edible fungi consumers in small and medium-sized cities, combine the edible fungi marketing with consumption psychology and behavior, which will have great significance and far-reaching.This study focuses on consumption groups of edible fungi in small and medium-sized cities of Hubei Province, such as Enshi city, Qianjiang city and Huangshi city, collecting information about edible fungi consumption by interview measure, watch measure and field research measure in these cities, and design the questionnaire of edible fungi consumption psychology and consumption behavior. Through careful analysis and research of the survey data, relationship exists between edible fungi consumption psychology and consumption behavior, its have four main conclusions:1. Based on the analysis of edible fungi consumption behavior, Summarize four characters about edible fungi consumption behavior of consumers and four consumption trends about edible fungi consumption behavior of consumers in small and medium-sized cities of Hubei Province. The four characters are:(1) Conservative;(2)Convergence;(3)Fixity;(4)Prudential. The four consumption trends are:(1)The concept has been upgraded, cognitive has been improved;(2)Self-consumption, less consultation;(3)Prudent consumer, pursuit of health;(4)Concerned about the diet, imitate consumption.2. Based on the analysis of edible fungi consumption psychology, Summarize six psychological factors about edible fungi consumption in small and medium-sized cities of Hubei Province, they are:(1)Health factor;(2)Quality factor;(3)Information factor;(4)Safety factor;(5)Price factor;(6) Preference factor.3. According to one way ANOVA about Individual property and psychology factors, we can get:(1)There is a big difference in information consumption about consumers of different gender;(2)There is a big difference in health consumption and quality consumption and safety consumption about consumers of different age and education and profession and income;(3)There is a big difference in price consumption about consumers of different income.4. According to cluster analysis, generalize four types to edible fungi consumption groups in small and medium-sized cities:(1)Economist;(2)Hedonist;(3)Protectionist;(4)Nutritionist. Protectionist has the largest proportion in it, nearly50%.Finally, put the following four major suggestions to the edible fungi industry operators:1. The suggestion about edible products of marketing strategy:Focus on different varieties of edible fungi growth cycle, sell new varieties in time; Attention to consumer preferences for types of edible fungi; Attention to optional standard; Attention to quality; The most important is selling fresh edible fungi products.2. The suggestion about edible fungi marketing promotion strategy:Staff promotion; Media promotion, including radio media promotion, print media promotion and online media promotion.3. The suggestion about edible fungi marketing channel strategy:The main channels are supermarkets and farmers markets. In addition, the number and size of food stores should be expanded. Finally, the price of edible fungi should be appropriate.4. The suggestion about edible fungi marketing price strategy:(1)Determine the price according to common varieties of edible fungi;(2)Determine the price according to different consumer groups.