Consumer’s Perceived Quality And The Study Of Marketing Strategy Of Honey

With the Chinese overall economic growth, the national income level has been improved accordingly, so is people’s living conditions. Now, they are paying more and more attentions to their own health care. Hence, Honey as a natural food and health product, is liked by many people, to promote the domestic market demand for the growing of honey.Although China’s honey production and exports volume have always been in a leading position in the world, however, in the domestic market, foreign brands have occupied a dominant position. The reason for this situation is mainly due to the long-term domestic honey quality problems, especially the adulteration of rampant fraud, so that domestic consumers have lost confidence in the quality of domestic honey. There are many varieties of honey, such as acacia honey, litchi honey, etc. Due to the difference in plant flower color and the climate when yield honey, the color of honey, smell, taste, concentration, also will not be the same. If you judge the quality of honey only from the color of honey, concentration, smell and so on, it would be difficult to accurately determine the authenticity and quality of honey. Then, what kind of honey is honey? What kind of honey is high-quality honey? It is a kind of subjective judgment of consumer, which is called the perceived quality. High quality products are often use a variety of external cues, including brand, price, product quality certification of external cues convey information to consumers the real and comprehensive. So if honey business can deliver the quality information to consumers with products of external cues. The goal of this paper is to study the effect of honey products external cues on perceived quality, that is to say, if honey products external cues (brand, price, packaging, image of origin country the certification mark) can influence consumer’s perceived quality actively, and the extent of these external cues affect perceived quality. Cue utilization theory and perceived quality theory is put forward and gradually formed by foreign scholars, based on these two theories, after many years of research has formed many research achievements. Using the cue utilization theory and the theory and the theory of perceived quality, foreign scholars have studied for many products, such as wine, cheese, coffee etc. using the theory of external cues and perceived quality theory, some domestic scholars have formed some research achievements. Based on the theory of previous studies, this paper is to study the effect of honey products external cues on perceived quality.Firstly, this paper present the research background and significance, as well as the research object and the main research content, review the relevant research on cue utilization theory and perceived quality theory, establish the framework of the paper; secondly, according to the research purpose of this paper put forward the research hypothesis, and then collect the data by means of questionnaire; and finally process collected data by using of SPSS19.0 data processing software. The analysis methods in this paper are the descriptive validity analysis, reliability analysis, correlation analysis, and then on the basis of data interpretation technology standard to verify if the research hypothesis is established; at last, on the basis of the research results and puts forward some countermeasures to make full use of external cues for honey product marketing, review the research limitations and shortcomings, put forward the research direction in the future. This paper’s conclusions are as follows: price, brand, image of origin country and packaging of honey product have low positive correlation with perceived quality, certification mark of honey product has moderate positive correlation with perceived quality.The innovation of this paper lies in, first, the use of cue utilization theory and perceived quality theory to study honey; secondly, design the external cues of honey products model, and the model is verified by using the questionnaire; thirdly, confirm the effect of honey products external cues on perceived quality, enrich the theoretical study of the quality of honey.From a practical point of view, the results of this study show that the image of origin country, packaging, certification mark affects perceived quality of honey products significantly; these findings can provide strong theoretical supports for honey products enterprises to carry out marketing activities.