Study On Consumers’ Purchasing Intention Of Yanbian Pingguoli

Yanbian Pingguoli is known as "the best pear in the north" because of its strong cold resistance,large and high-yield fruit,sweet and crisp,good quality and strong storage.Yanbian Pingguoli are one of the pillar industries of Yanbian Prefecture and are national geographical indication agricultural products.Yanbian Korean Autonomous Prefecture is the birthplace of Pingguoli,and 2021 will celebrate the100 th anniversary of Pingguoli cultivation.However,in recent years,Yanbian Pingguoli have been unsalable,with low prices and poor returns,which greatly dampened the enthusiasm of fruit farmers.Consumers’ willingness to buy directly affects the level of product consumption.In order to understand the consumption level of Yanbian Pingguoli,on the basis of obtaining official data to understand the development status and existing problems of Yanbian Pingguoli,this paper takes consumers as the research object,and conducts a questionnaire survey on consumers’ willingness to purchase Yanbian Pingguoli.The results of the questionnaire are based on the relevant theory of consumer purchasing behavior to build a binary Logistic regression model for further empirical research.The results show that:(1)Although Yanbian Prefecture has environmental advantages for Pingguoli production,there are still problems such as extensive orchard management,centralized listing of fruits and single sales methods.(2)The results of the questionnaire survey show that: most consumers who have purchased Yanbian Pingguoli will choose to repurchase;consumers who have not purchased Yanbian Pingguoli are more expecting that the agricultural and sideline products of Yanbian Pingguoli are juice and canned;The people who have purchased believe that quality is the most important.(3)Through regression analysis,it can be concluded that the influence of age,promotion method and publicity and promotion on purchase intention is negative,and the influence of product value and product characteristics on purchase intention is positive.(4)According to the current situation of the industry and the results of empirical analysis,suggestions are put forward to improve planting technology to ensure yield and quality;to deepen the commercialization and finishing of Yanbian Pingguoli;to improve brand building and publicity,and to promote the integration of characteristic agriculture and tourism.In short,arousing consumers’ willingness to buy,stimulating potential consumer groups to consume,and improving consumers’ willingness to buy can promote the steady development of the Yanbian Pingguoli industry.