Analysis of Consumers'Cognition,Evaluation,and Purchase Behavior of Lingbei Salt Baked Chicken
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.
NETL
NSTL
万方数据
