消费者对冷冻香肠购买意愿调查研究

Consumer Survey on the Purchase Intention of Frozen Sausage

摘要: 随着经济的快速发展，公众生活节奏的加快，冷冻香肠以其食用方便、快捷、营养丰富等优势逐渐进入公众的餐桌，研究消费者对冷冻香肠的购买意愿，对于冷冻行业适应新形势的发展具有重要现实意义，本文首先对消费者购买冷冻香肠现状进行描述性统计分析，然后通过有序Logistic回归模型探究消费者对冷冻香肠满意度的显著性影响因素，最终从品牌、口味、包装、安全、促销、宣传方式六个方面提出有针对性的建议，以提高消费者满意度，推动我国冷冻行业的蓬勃发展。

Abstract: With the rapid economic development, the acceleration of the pace of public life, frozen sausage with its edible convenience, speed, rich nutrition and other advantages gradually enters into the public table. Study consumers’ willingness to buy frozen sausages is of great practical significance for the freezing industry to adapt to the development of the new situation. This paper begins with a descriptive statistical analysis of the current situation of consumer frozen sausage purchases. Then, the significance influence factor of consumer satisfaction with frozen sausage was explored by the ordered Logistic regression model. Finally, from the brand, taste, packaging, safety, promotion, publicity methods, six aspects of targeted suggestions, improve consumer satisfaction, promote the vigorous development of China’s freezing industry.