Abstract:

【Objective】On the basis of survey of consumers in Jilin Province, consumers’ purchasing willingness and influencing factors on blueberry products were analyses in this paper. 【Method】In terms of econometric model, the latest model-Logistic was utilized. 【Result】 The results showed that the consumers’ purchasing of blueberry products could be affected by many kinds of factors, among which the consumers’ gender, family monthly income, taste of blueberry products, brand image and fashionable promotion had a positive effect on consumer’s purchasing intention; and consumers’ marital status, comparative purchasing behavior, attention degree to gifts, package and health products were negative. 【Conclusion】According to the results, the consumers’ cognition regarding the blueberry products should be strengthened, the blueberry market should be segmented by gender, quality and function, the mid-market and high-end market should be erected, then the demand for blueberry product will be increased.

Key words: blueberry products, influencing factors, consumers’ intention, logistic model