Studies On Consumption Behavior And Purchase Intention Of Brand Pork

Hunan province is a big province in pork production and consumption. Especially in recent years, as the healthy consumption, green consumption has become a kind of fashion, the area under the brand of pork on the concept of security, rest assured to enter the consumer market. The demand of consumers for this kind of non-pollution pork increase largely, which is a good opportunity for the brand pork industry development in Hunan. Therefore, it is very important to analyze the brand of Hunan pork market present situation, the consumer’s buying behavior and purchase intention, then combined with other local brand creation and development experience to explore how to cultivate the Hunan pork brand.Based on the brand at home and abroad for reference, and the theoretical research, combined with Hunan pork consumer questionnaire survey data obtained in the region, this paper summarized the advantages and disadvantages of Hunan pork brand and its facing opportunities and threats by using the SWOT matrix. According to consumer survey data, using SPSS17.0statistical software to analysis the buying behavior influence factors of Hunan brand pork consumers by the factor analysis. Consumer purchase behavior is affected by the Hunan pork12profiles for five factors that named the promotion factor, economic factor, support factor, origin and value factors and product factors. After using the binary Logisitc regression model to analyze Hunan brand pork consumers’purchase intention, and based on the theory of brand in Hunan pork market, this paper will put forward the corresponding brand cultivating strategies.This paper was divided into seven chapters, the first chapter was an introduction to elaboration of background, purpose,significance, at home and abroad related research and the simple review of this article, then introduced the research idea, method and difficult point. The chapter2expounds the research content related theoretical basis. Chapter3analyzed the present situation of Hunan pork brand currently on the market based on the SWOT matrix. Chapter4established the Factor analysis model to make an empirical analysis on consumer purchase behavior of the brand of Hunan pork, based on consumer survey data. Chapter5analyzed the two cases of Hunan brand pork consumers purchase intention by using the binary Logisitc regression model. According to the survey and analysis, chapter6concludes that cultivating Hunan pork cultivation strategy model and strategy of brand. Chapter7made a summary of full text, and pointed out deficiencies of this research.