Study On The Purchasing,Behavior Of Local Pork In Shandong Province

Shandong province is a major producer of pork in China.With a long history of local pig breeds,shandong has 6 excellent local pig breeds represented by laiwu black pig.With the rapid development of the province pig-breeding industry and the continuous improvement of residents' consumption idea,meat is delicious,unique flavor,green pork quality of local varieties more and more get of consumer love,for high-end products to improve the level of consumption in our country,the increase in the pig industry famous quality products and the development of the pig seed industry in China has great strategic significance.Due to the influence of many factors such as long growth cycle,imperfect breeding system,small breeding scale and imperfect supporting policies,the local variety pig industry in shandong province has been developing slowly in recent years.It is an effective way to accelerate the development of local variety pig industry in shandong province to promote market consumption and promote industrial development through demand.In this paper,in order to improve consumer behavior and expand market consumption,will combine "pigs of shandong province modern agricultural industry technology system innovation team building project for the construction of the industrial economy posts(1)task,in the literature review,expert interview and on-the-spot investigation,on the basis of using the system analysis,statistical analysis,structure analysis,key from the definition and theoretical basis,reality description and explanation,and willingness to pay and level influence factors and countermeasures empirical research on the four aspects,such as the buying behavior of consumers in shandong province local breed pork related issues.Specific methods and research conclusions are as follows:According to data from 16 cities in shandong province 474 questionnaires,using descriptive analysis,from the concept of characteristics,fleshy palate,market,quality and safety certification and the analysis of policy and law,etc,the consumer's perception of local varieties of pork,in shandong province from the aspects of quantity,channel,frequency,and USES such as analysis of the shandong local breed pork consumers purchasing behavior.The results showed that consumers in shandong province had a high degree of cognition on local pig breeds,especially on meat quality and taste,market certification,policies and laws.Consumers in shandong province have little purchase quantity and low purchase frequency of local pork,and the consumption level still needs to be further improved.Based on 474 questionnaires from 16 prefectural cities in shandong province,the influencing factors of premium payment willingness and level of local pork varieties in shandong province were firstly determined by binary ordered Logit model and multiple ordered Logit model respectively,and then the correlation and hierarchical structure of influencing factors of premium payment level were determined by ISM model.The results showed that the five factors of consumers' education level,income status,cognition of pork concept characteristics of local varieties,cognition of pork quality and safety,and cognition of meat quality and taste had significant positive influence on consumers' willingness to pay premium for local varieties of pork.The seven variables of consumers' education level,income status,cognition of concept and characteristics of local pork varieties,cognition of quality and safety,cognition of meat quality and taste,policy and law,and market certification had significant positive influence on the premium payment level of local pork varieties.Among the influencing factors of premium payment level of local pork varieties,the cognition of concept characteristics,policies,laws and market certification of local pork varieties are the surface direct factors,the perception of meat taste and quality and safety are the middle indirect factors,and the education level and income status of consumers are the deep root factors.In order to expand the market demand,improve the consumption level of local pork varieties in shandong province,and promote the rapid and sustainable development of local pork varieties in shandong province,consumers should learn the knowledge related to pork consumption,improve the cognition level of local pork varieties,change the consumption concept,and improve the consumption behavior of local pork varieties.Pig farmers should expand the scale of breeding,improve breeding technology and reduce costs while ensuring the quality and taste of local varieties of pork to meet consumers' demand for quality safety and meat quality and taste.The government should strengthen training for farmers,improve the quality and taste of local varieties of pork,increase support for local varieties of pig industry,stabilize market prices,improve policies,laws and market certification systems,increase education and publicity,and improve consumer awareness.