Consumers' Preference For Edible Oil Properties

With the rapid development of the national economy,the living standard of the consumers is gradually increasing.Consumers in most parts of China have been able to achieve food and clothing,is gradually moving towards a well-off level.Eighteen report pointed out that by 2020 to build a moderately prosperous society.The majority of the people are from the eat enough to eat well change.Edible oil as a necessity of people's daily life,the amount of food consumption can largely reflect the change in people's living standards.On the market of edible oil products of all kinds of edible oil quality uneven in quality a superb collection of beautiful things.Edible oil brand,label,origin,price,packaging,weight,color,genetically modified or other attributes.In general,edible oil has the characteristics of trust,experience and search.The consumer preference for edible oil this is not the only one,but there are always some property is accepted by the majority of consumers.Therefore,it is very meaningful to study the difference of consumers' preference for these attributes.The scramble for market share of edible oil is becoming more and more intense,and the consumers' preference for edible oil has a tendency to influence their purchasing behavior.The production of edible oil manufacturers should be aware of the consumer preference of edible oil,edible oil production of marketable and strive to improve the quality of products,get the trust and recognition of consumers,increase market share.Therefore,it is of great academic value and application value to study the consumer's preference for edible oil.This paper is based on a series of relatively mature theories of western consumption theory,the theory of consumer behavior,consumer preference theory,discusses the formation of consumer preference framework of edible oil,the use of online questionnaire and field survey methods of Shandong province edible oil consumer preference research,obtained 470 reliable samples,then.Descriptive statistical analysis of sample data;then,using AHP,entropy analysis,analysis of the ordered Logit model to quantitative and marginal analysis.In this paper,a general formula for calculating the marginal effect is derived,which provides a powerful tool for calculating the marginal effect.The results of the quantitative analysis show that consumers pay more attention to the safety of edible oil,and consumers pay more attention to the color of edible oil.Consumers trust on the government,believe that the government can solve the oil security problem;the price is no longer the primary factor affecting consumer of edible oil consumption;consumers of all ages label for edible oil(refer to the quality information label,the same below)are consumer preferences,but also tend to attribute preference;in each age stage the vast majority of consumers of edible oil brand preference;compared to other edible oil prices,consumers prefer 70 yuan / 5 L edible oil.Therefore,the production of edible oil manufacturers should develop different pricing strategies to meet the different needs of consumers,and strive to enhance its brand influence,while ensuring the production of edible oil quality,reasonable use of marketing strategies and consumers to achieve "win-win";the government should formulate practical laws and regulations,maintain and regulate good edible oil the market,the relevant departments should strengthen supervision,perform their respective duties,let each person do his best to do their work,the edible oil market healthy,active development.