The Study On Consumers' Purchasing Behavior Of Frozen Food Based On The Investigate Of Qinhuangdao

In recent years,disposable income has been increasing and the dietary structure of urban and rural residents is changing with the development of economy.The need for instant food is growing as living pace becomes faster.Quick-frozen food has been popularized with an elevation both in producing and selling.Meanwhile,competition is rising within the quick-frozen food industry.Manufacturers are competing in production,management,sales among other factors.Additionally,purchasing behavior needs studying,which is a key element for enterprises to propose new market strategies,improve production and take up more market share.Within China,the competition among frozen food manufacturers is transitioning from large and medium cities to medium and small cities.The driving factors behind purchasing behavior in medium and small cities differentiate from those in large and medium cities,due to the difference in economy and consuming habits,which requires comprehensive and detailed study.Qinhuangdao is chosen to be the analytical subject being a typical medium and small city.This paper starts with the analysis of consumer groups,consuming choices,quick-frozen brands,using quantitative analysis method.Data is collected by means of questionnaire.By organizing the data,driving factors behind purchasing behavior are summarized.According to the summary,consumers in Qinhuangdao has a relative strong intention for frozen food.Food security is the priority factor consumers consider,followed by brand.Based on the conclusion,suggestions are proposed for enterprises planning to start business in Qinhuangdao,which can be referred to the marketing of nationwide frozen food in medium and small cities.