Formation Mechanism of Consumer Purchase Intention and Market Expansion Paths for Geographical Indication Agricultural Products: A Case Study of Xin Yang Maojian Tea

Abstract

With the promotion of the concept of modern agricultural development, the tea industry as both traditional planting heritage and modern market value of cash crops in the field, is accelerating to the standardisation, industrialisation and upgrading of the direction of transformation. Xinyang Mao Jian as one of the top ten tea among the ranks of the famous tea, should be in the domestic and foreign tea market competition pattern to obtain a wider range of consumer favour and market recognition. However, with the development of technology and fierce competition, Xinyang Mao Jian, a traditional tea brand, no longer occupies an absolute advantage in the market. In order to understand and improve the current situation faced by Xinyang Mao Jian, and to provide consumers with more safe and high-quality tea, this study positions the target group as tea consumers, and carries out a survey within the scope of central regions (Henan, Hubei and Hunan provinces), one of the nation's agricultural heart and transportation centres, and investigates the current situation of consumer consumption of Xinyang Mao Jian, and then applies a model to analyse the characteristics of the factors and consumer groups, in order to provide the following information Xinyang Mao Jian market in central regions to provide a useful reference. Based on the results of the questionnaire survey, this study establishes a Logistics regression model to analyse the influence of respondents' age, gender, disposable monthly income, and knowledge of Xinyang Mao Jian on whether to buy Xinyang Mao Jian; and combines principal component analysis and grey correlation analysis to obtain the main factors affecting the effect of satisfaction are product quality, after-sales service and brand image. Through the analysis, this paper draws the following conclusions: First, consumers have a large potential demand for Xinyang Mao Jian, and a strong demand for high-quality tea and tea brands. Second, the probability of people purchasing food standard certified Xinyang Mao Jian is positively correlated with age, disposable monthly income, and level of understanding. Third, the more people like tea, the more they like Xinyang Maojian, and the more consumers know about Xinyang Maojian, the more they tend to buy Xinyang Maojian. Fourth, product quality, after-sales service and brand image have the greatest influence on customers' re-purchase.