Research on purchase intention and influencing factors of consumers to chilled chicken 要Based on the survey data from Guangzhou city

Guangzhou as a pilot, was implemented central slaughtering poultry and chilled listing. Whether the consumer accept the chilled chicken or not, and which factors influenced their purchase intention, were the important issues to promote the policy of chilled chicken concerns. On this basis, we surveyed consumers in seven districts of Guangzhou city, analyzed the purchase intention and influencing factors of consumers to chilled chicken. The results showed that the views of relatives and friends, media reports and chilled chicken manufacturing processes cognition were the most prominent factors influencing consumers purchasing chilled chicken. Consumer's age, chilled chicken brand authentication, product safety perception and purchasing convenience were the more significant factors. Product trust, safety certification, nutritional value and the traditional diet habit were the general influence factors.