Study On Consuming Behavior And Impacting Factors Of Health Food Products Of Urumqi Residents

With the continuous development of society and economy, the increasingly accelerated pace of life and social competition makes the number of sub healthy population increase, health has become an important part of people's attention. Health food by virtue of its role in regulating the body's function has a huge market potential. At present, Urumqi health food consumption although showed increasing trend, but some of the counterfeit or inferior health food still emerge in an endless stream, a serious threat to the health of consumers. Therefore, research on issues related to health food has important practical significance. This paper from the health food of the related theory and the theory of consumer behavior of by the residents of Urumqi city health food demand condition to carry on the investigation, in order to promote the healthy development of Urumqi city health food market is to provide scientific and reasonable suggestions.This paper analyzes the current situation of the development of Xinjiang health food market, and emphatically analyzes the consumer behavior of the respondents to the health food. First of all, on the basis of combing the relevant literature and research methods, the design of Urumqi city residents' health food consumption behavior questionnaire. Secondly, 320 valid questionnaires based on survey data, descriptive statistical analysis of Urumqi residents' consumption behavior shows that the majority of consumers in Urumqi failed to correctly identify the approval number in the purchase of health food in the process; the majority of consumers will rationally choose the guidance of a doctor and the recommendation of friends and family to buy as a basis in the purchase of health food, but only according to the product brochures, labels, advertising on consumers are still a minority; consumers prefer from broadcast television or doctors and pharmacists to understand relevant information about health food; consumers to buy health food sites in pharmacies and hospitals; consumers in the purchase of health foods pay more attention to the product function, followed by safety use of the product; consumer rights awareness is still insufficient. Then we construct the model of factors affecting the residents of Urumqi city health food consumption behavior, and application binary logistic regression methods were analyzed, that Urumqi older, higher level of education and has a certain family monthly income of female residents tend to in the drugstore buy health food, and that of health food approval is correct symbol of the cognition and attitude to the effectiveness of health food for residents to buy health food significantly. Finally, from the government, enterprises and consumers to put forward relevant recommendations.