Research On Consumers’ Purchase Intention And Influencing Factors Of Brand Fresh Corn In Jilin Province

With the improvement of people’s living standards and consumption levels,high-quality agricultural products are gradually gaining the favor of consumers,and people’s pursuit of agricultural product brands is also increasing.Brand is the only way for the high-quality development of agricultural products.In the future,agriculture must take the road of brand development,create a market environment suitable for the development of branded agricultural products,and make the production and supply of branded agricultural products meet the consumption needs of today’s people.In this context,Jilin Province’s fresh corn occupies a crucial position in the domestic and foreign fresh corn consumption market,and the fresh corn industry can be effectively developed.Although the output of fresh corn in Jilin Province is large,due to the lack of brand effect and low brand awareness,the market competitiveness of brand fresh corn in Jilin Province is low and the industrial development speed is slow.Therefore,the purpose of this study is to identify the main factors that affect consumers’ willingness to purchase branded fresh corn in Jilin Province,and to put forward corresponding countermeasures and suggestions for the development of the fresh corn industry in Jilin Province.When General Secretary Xi Jinping inspected Jilin,he put forward important instructions such as "brand food should also be made".Corn is the main food crop in my country.Nowadays,the planting structure of corn is continuously optimized and the level of industrialization is continuously improved.Therefore,the development of fresh corn industry with high added value in the process of corn industrialization is particularly important.Jilin Province is located in the world’s three major golden corn belt areas,suitable for the growth of fresh corn.The development of the fresh corn industry has a unique foundation and advantages,and plays an important role in ensuring national food security.Compared with ordinary corn,fresh corn is more nutritious and has higher economic added value.The main consumer of agricultural products is the vast number of consumers,and the basic characteristics and purchasing behavior of consumers are one of the important reasons that affect whether the brand fresh corn in Jilin Province can develop lastingly and well.Based on the theory of consumer demand and consumer purchase behavior,this paper uses the binary logistic regression analysis method to conduct a survey on 312 consumers in major cities in Northeast China to investigate consumers’ cognition and purchase of brand fresh corn in Jilin Province.Willingness and its influencing factors,the study assumes that the variables of consumers’ individual factors,product attribute factors,and consumption situation factors have a significant impact on consumers’ purchasing intentions.authenticating.The research results show that brand,price,publicity level,quality and safety,quality,packaging and consumption environment have a significant impact on consumers’ purchase of Jilin Province brand fresh corn,with a significant level of 1%.Finally,according to the research conclusions,it is proposed that various parties should make efforts to build a fresh corn brand database platform;formulate price strategies according to the needs of different consumers;use online and offline to improve brand promotion efforts;comprehensively control the quality and safety,and strengthen the quality supervision of brand fresh corn;Improve the technical content of fresh corn and develop in depth;pay attention to product packaging,strengthen the transmission of information content;create a series of countermeasures and suggestions for a consumer environment that is satisfactory to consumers.