Research On The Consumption Demand And Change Of Urban Resident Aquatic Products

China could satisfy its domestic or international market demand because of its abundant fishery resource. According to the statistics in 2013, the production ranked 1st in the world which has reach to 6.172 million tons and the relative output values is 19920 billion yuan. Thus it builds a solid foundation for domestic demand. Then it is also conducive to the development of China’s aquatic products market diversification, differentiation of the road. In recent years, with the increase of disposable income of residents and their increasing emphasis on food and health, the demand for aquatic products is increasing. For the study within a time period of aquatic products consumption level changes, by means of the comparison can help us summarize the main characteristics presented by the domestic consumption of aquatic products, and analyzes problems which hinder demand for further improvement. Finally we puts forward corresponding countermeasures.To enable a more in-depth and specific content of this study and consideration of geographical actors, this paper selected Beijing, Shanghai, Xi’an as the main research objects. Respectively, they represents North China, East China and Northwest China. Select their consumption level between 2012 and 2007 to compare, combined with field research experience, to conclude changes over the past five years the three big cities’ urban residents’ consumption of aquatic products. This article used the method of mathematical statistics and the establishment of measurement model, to compare the effects of two different time periods of urban residents of aquatic products consumption and explore influencing factors on the demand of products. This paper is divided into four parts with six chapters:The first part is about theory, including the first chapter and the second chapter. They introduced the research purpose and the significance of the research, domestic and foreign research present situation, research contents, methods and data sources. It is also based on the literature review to point out the innovation and deficiencies in this study. The second chapter focuses on the economic theory of consumers. It mainly includes consumer’s behavior and consumer preference. They can provide theoretical basis and explanation to the following changes in consumer demand and influence.The second part includes the specific contents and analysis, mainly composed of third chapters and fourth chapters. The third chapter focuses on consumer change research. The data was from statistical yearbook and the questionnaire. With the use of statistical description, we made a full range of comparison of consumption behaviors between 2012 and 2007 in the three cities. Considering the influence of consumer personality on consumers’ behavior, some contents will use demographic indicators(such as age, education) to group certain comparisons. The chapter can be subdivided into 6 sub-topics: the amount of consumption, reference change, change of cognitive ability of aquatic food and the degree of concern, change of shape requirement, change of purchase channels and change of cognitive ability and attitude to organic aquatic productsThe fourth chapter is the empirical research, mainly using quantitative knowledge for further analysis of the relationship between the factors which lead to the change. According to the comparisons from the third chapter, some items were selected with significant differences to construct regression equations to describe the change of consumption between the two years. The first step is to build a statistical study of the relationship between consumer preference and the demographic indicators using Probit model. The second is to establish a multivariate regression model which included a dependent variable of monthly payment and several independent variables: consumer attitudes(focus of consumption), consumers’ cognitive level and consumer preference. By the way the indirect relationship between the consumer behavior and the demographic indicators was discussed. After the estimation, the conclusion include:(1) In Probit model, education level, age and income level showed positive relationship with consumer preference. However, household size was inverse;(2) In the multivariate model, consumer’s cognitive ability and preference have positive relationship with consumption payment, and the consumers who considered price factor mostly preferred to decrease their purchase.The third part is chapter five, mainly includes the conclusion and relative suggestions. In view of the findings from each chapter of the main conclusions, some policy suggestions were put forward to stimulate the demand of domestic market of aquatic products. They are :(1) to strengthen the propaganda;(2) to Increase investment in science and technology;(3) to improve farming methods;(4) to strengthen aquatic products quality and safety supervision.