Research On The Behavior And Influencing Factors Of Beef Consumption Of Urban And Rural Residents In Jilin Province

Hunger breeds discontentment.Food is the basic needs of human existence.Beef is known as the most perfect meat food,which is rich in protein,low fat content,and can effectively improve the body's resistance to disease.Therefore,beef is favored by the majority of consumers.As the main provinces of beef production and consumption,the process of urbanization and the introduction of the national second child policy,make the beef consumption market of Jilin province to have a broad development prospects.With the improvement of the living standards of urban and rural residents in Jilin Province,diet concept and nutritional diet structure of residents have undergone profound changes.But in recent years,beef prices continue to rise.The quality and safety incidents are frequently exposed.The beef market development is immature,with other factors affecting the enthusiasm of urban and rural residents' consumption of beef.Therefore,from the perspective of consumers,the analysis of the behavior and the influencing factors of beef consumption of urban and rural residents in Jilin province is of great significance for the government and the production and management to understand and grasp the overall situation of the beef consumption market,and it is of referential significance for the study of beef consumption in other provinces of beef production and consumption.Based on the research of domestic and foreign scholars,this paper analyzed the present situation of beef production and consumption in Jilin and China by using the data of statistical yearbook.The results shows that the beef production of Jilin Province continues to show growth trend,and the per capita beef consumption of urban and rural residents of Jilin province is higher than the national average level,but in recent years,the consumption growth rate slows significantly.Therefore,in this paper,based on the theory of consumer behavior and related assumptions,combined with the consumption habits and the actual situation of Jilin Province,the corresponding questionnaire was designed to study the beef consumption behavior of urban and rural residents.On this basis,SPSS software was used for the statistical analysis of survey data obtained from field investigation,and the results show that beef purchase amount of urban residents and the average monthly household purchases accounting for the proportion of meat were significantly higher than that in rural areas.The main factors of urban residents to buy beef are safety,freshness,taste,and the main factors of rural residents to buy beef are the price,freshness,taste of beef.According to the above analysis,this paper applied multivariate ordinal Logit econometric model to make the urban and rural households monthly purchases of beef as the dependent variable,and the 24 factors affecting the beef consumption behavior of urban and rural residents are divided into six dimensions,to actively explore the significant degree of various factors influence on purchases of beef for urban and rural residents.The results showed that the level of education,whether there were children under 18 years old in the family,the family per capita monthly income,family consumption of beef,beef nutritional value about attention,convenience,the price of beef cooking beef,beef freshness,safety,convenience of purchase location,quality and safety problems of exposure significantly affected towns residents to buy beef;age,family size,family income,family beef consumption patterns,the degree of satisfaction with the quality and safety of the price of beef,beef taste,freshness,place of purchase convenience,friends recommend significantly affect rural residents beef purchases.Based on the above analysis,this paper gives some countermeasures and suggestions,such as strengthening supervision of quality and safety,establishing a sound system of quality safety traceability,strengthening rural sales network construction,expanding of urban and rural beef sales network,controlling the production and circulation cost of beef,reducing the price of beef,focusing on personal characteristics of urban and rural residents,improving the marketing strategy,in order to provide reference for the government the main production and management departments and formulate relevant policies and production management decisions.