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An Empirical Study on Consumer Behavioral Intentions of Soybean-Oil Based on Customs Perceived Value

Author: ZhaoZuo
Tutor: LiDong
School: Harbin Institute of Technology
Course: Business management
Keywords: Perceived Value Consumer behavioral tendencies Soybean cooking oil
CLC: F426.82
Type: Master's thesis
Year: 2010
Downloads: 178
Quote: 0
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Abstract


In recent years , China's soybean imports increased year by year , domestic use of domestic non - genetically modified soybean oil processing enterprises as raw material market facing fierce competition . Soybean cooking oil is widely used by the most common soybean manufactured goods , but also ordinary people in everyday cooking accessories, it can be said , consumer awareness and attitudes in the soybean edible oil products largely determine the operational behavior of the oil processing enterprises . Theory of value based on customer perception , the first analysis of the dimension of the perceived value of soybean cooking oil , to define the functional value , safety value , scenario value and perceived cost four dimensions . Tends to make their consumer behavior analysis , repeat purchase and word-of-mouth publicity as two research variables ; Secondly , according to the background of the study , soybean oil consumption this scenario there are ethnocentric value and customer perceived value of four dimensions of consumer behavior two behavioral traits tend to have a positive influence on the nine assumptions , and to test the hypothesis of a causal relationship model is constructed . Finally , through empirical research and statistics on the data analysis , test assumptions explore the impact of customer perceived value dimensions tendency of soybean cooking oil consumer behavior : soybean cooking oil customer perceived value exists by consumers ethnocentric scenarios generated by the ' value of this dimension , but this dimension tend to not significantly affect both consumer behavior of repeat purchase and word-of-mouth publicity . Security value , functional value and the perceived cost of repeat purchase consumer behavior tend to have a significant positive impact the security value greater impact , followed by functional value , perceived cost impact is very weak . Security value and functional value of word-of-mouth publicity , consumer behavior tend to have a significant positive impact on the security value larger function value followed ; perceived cost impact was not significant . According to the findings , this paper presents a marketing proposal of China's national oil processing enterprises to effectively compete in the market .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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