消费者对岭北盐焗鸡的认知、评价及购买行为分析  

Analysis of Consumers’Cognition,Evaluation,and Purchase Behavior of Lingbei Salt Baked Chicken

作　　者：殷诗佳 张乐琼 童小军[1] YIN Shijia;ZHANG Leqiong;TONG Xiaojun(Zhejiang A&F University,Hangzhou 311300,China)

机构地区：[1]浙江农林大学,浙江杭州311300

出　　处：《食品安全导刊》2024年第27期137-140,共4页China Food Safety Magazine

基　　金：浙江省大学生科技活动计划暨新苗人才计划资助项目(2024R412A038);浙江省高等学校课程思政教学研究项目“枫桥经验融入营销与管理类课程的思政运用研究”(浙教函〔2022〕51号省级课程思政教学研究项目318号课题)。

摘　　要：对浙江省绍兴市诸暨市岭北镇进行实地考察及线上线下问卷调查,从消费者行为视角分析岭北盐焗鸡市场。调查结果显示,消费者对岭北盐焗鸡的了解有限,但对其感官评价较为积极,尤其赞赏产品的外观与色泽特征;消费者的价格接受度差异大,但性价比高获得较多消费者认可,产品款式上偏好传统整鸡与原味类型;消费者的购买动机多为尝鲜,岭北盐焗鸡销售受认知局限、价格偏高及口味偏好差异等因素影响。基于上述调查结果,建议加强宣传推广、优化价格策略、丰富产品线,以推动岭北盐焗鸡产业稳健发展。The market of salt-baked chicken in Lingbei town,Zhuji city,Shaoxing city,Zhejiang province is analyzed from the perspective of consumer behavior through field investigation and online and offline questionnaire survey.The survey results show that consumers have limited knowledge of Lingbei salt baked chicken,but their sensory evaluations are positive,especially the product’s appearance and color.The price acceptance of consumers is different,but the high cost performance ratio is recognized by more consumers,and the traditional whole chicken and original flavor types are preferred in product style.Consumers’purchase motivation is mostly early taste,and the sales of Lingbei salt baked chicken are affected by factors such as limited cognition,high price and different taste preferences.Based on the above survey results,it is suggested to strengthen publicity and promotion,optimize pricing strategy and enrich product lines,in order to promote the steady development of Lingbei salt-baked chicken industry.

关 键 词：岭北盐焗鸡 产品认知 消费者评价 购买行为 

分 类 号：F426.82[经济管理—产业经济] F713.55