Consumer’s Perception Of Changbai Mountain Specialty

Changbai mountain in northeast China’s famous mountains, it is located in the eastern part of jilin province, it is imposing, is the first mountain in northeast China, and reputation especially its various characteristics of agricultural resources is abundant, prompted the changbai mountain, industry has become the changbai mountain area the third-largest after tourism, hotel service industry and the important foreign exchange earning industry. At present, with the continuous improvement of the awareness of the changbai mountain and health preserving, changbai mountain ecological agricultural special products have broad space for development, the attention of people to ecological agricultural special products have been higher, especially urban consumers, their health concept is stronger, while living in the hustle and bustle, there are air pollution, so they are the original ecological agricultural special products have higher purchasing power. By studying the buying behavior of consumers in changbai mountain specialty factors, not only can bring understanding and the influence to enterprise’s production decision, also can be used as changbai mountain a factual basis of business and management, so as to improve the economic development of changbai mountain. In this paper, under the background of previous scholars research results, through on-the-spot investigation and visiting survey, collecting relevant literature and data, the consumer buying behavior, consumer awareness as the theoretical basis of this paper, by adopting the combination of quantitative and qualitative methods, focus on the basic theory, behavior, descriptive analysis, variance analysis, regression analysis, etc., more in-depth research and analysis changbai mountain specialty purchase behavior, a comprehensive and systematic analyses may affect the buying behavior of consumer awareness of changbai mountain specialty and factor [1], identify one of the most important factors, measure its influence, and better guide the consumer buying behavior and cognition of changbai mountain specialty and individual differences, and to improve the changbai mountain specialty purchase behavior, changbai mountain specialty awareness to provide theoretical reference and practical guidanceAbove mentioned in this paper, the main basic theory of consumer behavior theory. Therefore the author first to the buying behavior of consumer awareness and related theories are introduced. Then to changbai mountain specialty as the research object, from the aspects of concept, classification, characteristics such as changbai mountain specialty changbai mountain specialty purchase behavior, and then through the descriptive statistics analysis methods for consumers to purchase the behavior of the changbai mountain specialty questionnaire data for statistical analysis. Finally, detailed describes the factors influencing the buying behavior of changbai mountain specialty and model. Research has shown that consumers purchase is based on the understanding of the characteristics of changbai mountain, changbai mountain products according to the personal of changbai mountain (including sensory index, physicochemical and microbial index) of the professional knowledge index, through a series of methods to select the changbai mountain specialty, and eventually buy.The buying behavior of consumers in changbai mountain specialty descriptive analysis is the key content of this study. According to the survey data of303consumers, this paper analyzes the consumers are willing to buy the products of changbai mountain specialty. Research shows that the respondents generally focus on changbai mountain specialty, but the lack of basic knowledge of the changbai mountain specialty; The respondents of changbai mountain specialty awareness is low, willing to buy quality guaranteed changbai mountain specialty; Respondents choose changbai mountain specialty key associated with awareness of changbai mountain specialty, changbai mountain specialty also needs to strengthen in terms of publicity.This part the author will study focuses on the empirical analysis, mainly analyzes the consumer buying behavior are those factors. According to the survey of303consumers in changbai mountain scenic spot questionnaire, a descriptive analysis of data, using SPSS software and use Logistic binary choice model for consumers to buy the influence factors of changbai mountain specialty ACTS conducted a rigorous empirical analysis. Through the research results can be concluded that respondents "age","degree","the average family income" three factors have significant positive effects on changbai mountain specialty purchase behavior. Through the study of factors have a significant impact on buying behavior targeted improvement of changbai mountain specialty purchase behavior, so as to promote the sustainable development of changbai mountain specialty economy are the essences of this study. From the perspective of consumer oneself, want to strengthen learning, improve the cognitive level; From the point of view of businesses, to ensure the quality of changbai mountain specialty, increase product certification, and to develop appropriate marketing strategies, positive publicity and guidance; From the perspective of the government, should strengthen the regulation of products, strengthen the populace to supervise, intensify propaganda. These measures can improve consumer’s perception of changbai mountain specialty level, so as to improve the changbai mountain specialty purchase behavior, and promote economic sustainable healthy development of changbai mountain specialty.