A Study On Beef Consumption Behavior Of Residents In Jilin Province

With the rapid development of reform and opening-up policy, the economy as well as the income level of local residents has improved greatly in Jilin province. There is a big change taken place in people's consumption concepts and consumption patterns. The more livestock products consumption has raised, the more patterns of meat consumption has changed. Especially in recent years, residents' beef consumption has grown continuously in Jilin province. The per person beef consumption has increased from 3.02 kg per person in 2000 to 5.89 kg per person in 2014 and the average growth rate is rocketing 7.9%, which takes the proportion of meat consumption from 9.6% to 28.4%. With the Two-Child policy, there must be a dramatic increase in population in the long run. Together with the advancement of urbanization, it definitely has a sharp demand for beef consumption in Jilin province.Jilin is an as an important province of beef production and consumption. It is of great representative significance to study beef consumption characteristics and residents' consumption behavior. On the one hand, the accurate understanding of the variations in beef consumption in all rounds can predict the residents' beef consumption demand and also grasp the direction of variations in future beef consumption Jilin province. On the other hand, analyzing the basic characteristics of consumers, the behavior characteristics of consumers and marketing elements characteristics' influence on beef consumption behavior will provide the theoretical foundations for making development and consumption strategy of beef industry in Jilin province.Firstly, the paper analyzes the current situation of beef production and consumption in Jilin province. The average production or the average consumption per person is higher than average level and keeps increasing. Secondly, according to the data we have collected, some obvious characteristics exist in beef consumption of Jilin province: differences between urban and rural areas, regional differences, group differences and season differences. Thirdly, the paper analyzes the pulling and constraining factors of beef consumption from the two aspects in Jilin province and then takes the residents' beef consumption behavior of Jilin province as research object and divide the 19 factors affecting beef consumption behavior into three dimensions: consumers basic characteristics and residents' consumption characteristics as well as marketing elements in the way of making a questionnaire survey of 108 consumers in Jilin province. The binary Logistic regression model is applied to analysis the affecting factors. The outcome shows: such as beef price, income level, the education level, different types of beef and so on, have a great impact on residents' consumption behavior. Therefore, the author suggests that no matter the policy makers or enterprise consumption plan makers, they should be consumers-oriented and pay more attention to the marketing coordination. Only in this way, will the beef industry develop continuously and vigorously.