中国稻米

中国稻米 ›› 2022, Vol. 28 ›› Issue (1): 23-27.DOI: 10.3969/j.issn.1006-8082.2022.01.005

• 专论与研究 • 上一篇    下一篇

城市居民品牌大米消费认知与购买行为研究——基于苏南5地市的692份问卷调查

焦翔1(), 沈光宏2, 杨彬森1, 金连登3,*()   

  1. 1苏州农业职业技术学院 经济管理学院,江苏 苏州 215008
    2中国绿色食品发展中心,北京 100081
    3中国水稻研究所,杭州 310006
  • 收稿日期:2021-09-21 出版日期:2022-01-20 发布日期:2022-01-18
  • 通讯作者: 金连登
  • 作者简介:jiaoxiang85@126.com
  • 基金资助:
    2021 年江苏省委农办、省农业农村厅乡村振兴软课题“提升江苏农产品市场竞争力对策研究”(21ASS002);苏州农业职业技术学院博士提升基金项目(BS2110)

Study on Urba Residents’ Consumption Cognition and Purchasing Behavior of Brand Rice——Based on 692 Questionnaires in 5 Cities in Southern Jiangsu Province

JIAO Xiang1(), SHEN Guanghong2, YANG Binsen1, JIN Liandeng3,*()   

  1. 1College of Economic and Management, Suzhou Polytechnic Institute of Agriculture, Suzhou, Jiangsu 215008, China
    2China Green Food Development Center, Beijing 100081, China
    3China National Rice Research Institute, Hangzhou 310006, China
  • Received:2021-09-21 Online:2022-01-20 Published:2022-01-18
  • Contact: JIN Liandeng

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摘要：

研究苏南城市居民对稻米知识和品牌大米的消费认知和购买行为,对于反映经济发达地区品牌大米市场需求,引领稻米产业提质增效并提高有效供给,促进我国稻米产业高质量发展具有重要意义。本文依据苏南5地市692份调研数据,分析获得如下4个结果：一是样本居民对稻米了解不足、知识匮乏;二是样本居民对高端稻米消费需求旺且有良好的溢价支付能力;三是样本居民更加关注品牌大米的安全性、可信度和性价比,知名产区、优良产地、合格检测报告和质量认证证书被视为有效的品质保障;四是性价比高的“质量认证+企业品牌”大米最受欢迎,最有效推广宣传渠道是“移动端/短视频”,结合超市货架展示和试吃体验可取得较好效果。提出了加大宣传普及稻米知识、打造品牌合力谋划发展、拓展功能不断提高品质的对策建议。

关键词: 稻米, 品牌, 消费认知, 购买行为, 苏南

Abstract:

It is of great significance to study the consumption cognition and purchasing behavior of urban residents in southern Jiangsu on rice knowledge and brand rice, for reflecting the market demand of brand rice in economically developed regions, leading the rice industry to improve the quality and efficiency and improve the effective supply, and promoting the high-quality development of rice industry in China. Based on 692 survey data of 5 cities in southern Jiangsu Province, the study obtained the following 4 results: first, the sample residents have insufficient understanding and knowledge of rice; second, the sample residents have a strong demand for high-end rice consumption and a good ability to pay premium; third, the sample residents pay more attention to the safety, reliability and cost performance of brand rice, well-known producing areas, excellent producing areas, qualified inspection reports and quality certification are regarded as effective quality assurance; fourth, cost-effective “quality certification + enterprise brand” rice is the most popular, the most effective promotion channel is “mobile terminal/short video”, combined with supermarket shelf display and tasting experience can achieve better results. On this basis, this paper further put forward the countermeasures and suggestions of increasing publicity and popularizing the knowledge of rice, building brands and jointly planning development, expanding functions and continuously improving quality.

Key words: rice, brand rice, consumption cognition, purchase behavior, southern Jiangsu

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