Study On The Willingness Of Consumers Topurchase Brand Beef And Its Influencing Factors

With the accelerated pace of China's economic transformation,the upgrading of the consumption structure is also undergoing a revolution.The lateral reform of China's livestock supply is in the inflection point of meat quality reform.Beef has the reputation of "flesh of pride".With its unique attributes of products,it is becoming more and more popular,and becomes main meat consumption in China's residents.At present,beef consumption is mainly based on fresh beef,and the number of brands of beef on the market is less.The competitiveness is not strong,and non brand beef still occupy the majority of the market share of the market.But the frequent consumption of beef safety incidents caused the community's "confidence deficit",and seriously dampened the enthusiasm of consumers.The safety of beef has become the focus of attention of consumers,operators and governments.The insecurity of the consumption environment of beef market restricts the release of consumer demand to some extent.The performance of consumer upgrades is that consumers have begun to focus on the quality and brand of beef.Brand attributes effectively improve the quality of beef supply.Consumer brand awareness will become the inevitable trend of beef consumption.In order to historic opportunity brought by the brand beef upgrade of consumer to realize the brand of beef and the industrialization of construction.From the perspective of consumer,this paper selects brand beef as the research object and the purchase intention theory as the foundation.386 consumers were investigated in Jilin Province.Specific measurement variables: the individual and family characteristics,cognitive level,marketing mix and social environment factors,were mainly used to explore the influence factors of brand beef purchasing intention.On the basis of a descriptive analysis of the survey data,analysis system of consumer brand beef purchase intention is constructed.Through the establishment of binary Logistic regression model for the empirical analysis,the constraints and the direction effect of brand purchase intention beef are determined.The results show that the consumer's age,level of education,perceived brand taste of beef,safety and quality awareness,promotional activities,purchase place distance and the environment,the beef market risk perception,influence the quality of animal products safety incidents occurred,the consumer behavior,and friends recommend factors have significant influence on the purchase intention,which reveals the effect of beef brand purchase intention,and deep-seated problems of influence extent.Based on the above conclusions,this paper provides corresponding countermeasures to stimulate the development of brand beef consumption market and beef brand building.It mainly includes: the implementation of a comprehensive quality control,strengthen diversified publicity,guide brand health consumption;deep purification market environment,effectively strengthen market supervision,continue to play the policy support;diversified channel construction,establish a sense of social responsibility,improve brand awareness and reputation;improve the brand cognition level,and establish a scientific and healthy consumption consciousness.