消费者对大米安全的认知和购买行为分析

通过实地调查,在了解南京市消费者对大米安全状况的关注及其对安全大米的认知及态度的基础上建立了Logistic模型,分析影响消费者大米选择的关键性因素。结果表明,现阶段消费者对安全大米的认知总体上比较肤浅,消费者对大米安全的关注度、对安全大米的主观认知程度与消费者学历和家庭月收入成正比。

Consumers'' Cognition and Purchasing Behavior on Rice Safety: a Case Study of Consumers in Nanjing

There is no denying that whether the rice,our staple food,is safe or not is a big concern for us.Using Binary Logit regression techniques,this article analyzes the key factors that put much impact on customer's choice of rice,based on the live survey in Nanjing,which shows customers' concern and opinion on the safety of rice and their cognition and attitude towards safe-rice.The result reveals that customers' approach over safe-rice is superficial as a whole.Also the result tells the extent to which customers concern the safety and recognize safe-rice,as well as their education and income,play a significant role on whether customers will buy safe-rice or not.Those with high diploma and income,more concerned about food safety and more familiar with the safe rice are the main customers of safe-rice.