摘要
基于消费者认知情况和购买意愿的调查发现,消费者对辽宁省内地理标志大米的了解和信任程度不高,购买意愿一般,价格是影响消费者购买意愿的重要因素。辽宁省政府应通过重视市场宣传,提高产品的知晓度;通过突出产品特征、丰富产品类型、优化市场环境等途径,提高消费者的购买意愿;合理制定价格,激发消费者的购买行为;在生产和流通的方方面面,增加地理标志大米与消费者的接触点,加强品牌建设和市场营销等措施,以此来促进地理标志产品大米产业及辽宁农业经济的发展。
Based on the survey of cognition and purchase intention of consumer, it is found that consumer has low understanding and trust on geographical indication of rice in Liaoning and general purchase intention; the price is an important factor to influence consumer purchase intention. The government should pay attention to market propaganda to increase the product＇s popularity, improve the purchase intention of consumer by means of product features highlighting, rich product types and market environment optimization,stimulate the purchasing behavior by means of reasonable pricing, increase the contact points in all aspects of the production and circulation and strengthenthe brand construction and marketing measures, so as to promote the development of rice industry and agricultural economy.
出处
《商业经济》
2017年第6期28-30,共3页
Business & Economy
关键词
地理标志
农产品
消费者认知
购买意愿
geographical indication, agricultural product, consumer cognition, purchase intention
