An Analysis Of Consumers’ Purchase Intention To Geographical Indication Products And Influencing Factors

With the continuous protection of geographical indications and consumers’ pursuit for food’s quality, security and diversity, the geographical indication products get more and more attention owing to their high quality and good reputation. In order to occupy the share in the tea market and get a success, consumers’ purchase intention to the products of geographical indications is the key. Therefore, it is necessary to get an understanding of what factors affect the consumers to buy the products of geographical indications. Through a survey that done by 353 people who are potential to buy An-xi Tie-guan-yin Tea, this paper tries to make it clear what affects consumers to buy the tea and their purchase intention.The Paper is divided into five parts. Part 1 is the introduction, mainly elaborates the significance of the research, Analysis the research status at home and abroad, introduces the research content and method Part 2 includes an overview of the relevant knowledge of National geographic indication and a brief introduction of An-xi Tie-guan-yin tea. Based on the summary of some relevant theory, Part 3 constructs a theoretical model of a list of possible factors that affect consumers’ purchase intention and explains the variables of the model. Part 4 is the basic statistics analysis of consumers’ purchase intention to An-xi Tie-guan-yin tea. Part5 will make an analysis of consumers’ purchase intention to An-xi Tie-guan-yin tea under the following two conditions by using the Logistic regression model.Conclusions of this study can be summarized as:(1) When consumers know that An-xi Tie-guan-yin tea is the national geographical indications products,65.7% of them are willing to buy it. And there are 39.4% of consumers prefer to buy An-xi Tie-guan-yin tea though the fact that the prices of the ordinary tea are 30% lower than that of An-xi Tie-guan-yin tea that are products of geographical indication. (2) One’s gender, culture, family income, occupation, cognition, trust, purchase place are important factors that have certain impacts on the consumer’s purchase intention. Whereas the price tag, cognitive factor and recommended to purchase will play the main roles when the prices of geographical indication are 30% higher than that of the ordinary products.Based on the conclusions, some suggestions will be given:Firstly, the government should strengthen the promotion and improve management for geographical indication product, promoting consumer understanding of geographical indications and Maintenance of geographical indication products quality and reputation. Secondly, enterprises should strictly to good quality, product standardization production. At the same time, through the establishment of chain stores, target customers, pricing reasonable to expanding geographical indication product market share. In addition, should be used to increase the geographical indication, by extending the function of brand, improve product visibility and competitiveness.