A Study On The Buying Behavior Of Deer Products Of Changchun City Residents

With the continuous improvement of people's living standards and the growing awareness of health,health care has become the most concerned topic,and the health products of processing deer food industry.Under the circumstance of increasing demand for deer products,many deer product processing enterprises have emerged in succession.Most of them mainly use deer antler,deer foetus and other raw materials for processing.At present,hundreds of deer products have been developed on the market including food,medicine,health care and beverage.And the most common deer products in Changchun market are mainly deer antler wine,deer embryo paste and granule as well as capsule products.In the case of increasing market demand,higher requirements are put forward intangibly for each link.Therefore,in order to better serve consumers,it is imperative to deeply study the behavior of purchasing deer products.Firstly,the article summarizes the background,purpose and significance of the research.Also,it puts forward the research contents and methods which expound the relevant concepts and theories.Moreover,it evaluates the research of consumers' purchase behavior on deer products from domestic and overseas.Secondly,through the graph of Changchun city deer products supply and demand,we design the questionnaire about citizens' purchase behavior on deer products and recycle them at the same time.The purpose of the study is to determine the research framework of the model and build an empirical model,then use SPSS software to carry out descriptive statistical analysis,reliability and validity analysis and factor analysis of the selected variables,and finally carry out logistic regression analysis to draw conclusions.The results show that: the age of consumers,the quality and safety of deer products,the function effect,the information mark of the outer package,the purchase channel,the service level of the salesmen have a significant positive impact on the purchase behavior of deer products,while the price has a negative influence.Finally,some suggestions should be put forward: we need to call on the government to increase the policy support and supervision over the deer product industry.We hope that the enterprises could control the quality and take the responsibility of publicity and recommendation so that the more consumers can understand deer products.To guide the residents to consume healthily,we should also have our own judgment when choosing deer products,combine with our own actual situation,and learn to be good at screening and understanding the rights protection.