Buying Behavior consumers of Value Added Products in China

Choosing the food with the value-added proposition is the complicated phenomenon depending over the factor that could affect the consumer behavior of buying diversely resulted to choosing the some as well as rejecting the others over the basis of the value-added proposition. Furthermore, there are many approaches to understand the selection of food criteria factors as well as their relationship with the other factors of the group to relate to them.

• The factor of products related characteristics comprising of chemical and physical value proposition, sensory features (for example; accessibility, packaging, and convenience) last but not the least nutritional content and so on.
• Factors of consumer-related characteristics comprising of personality features (for example; gender, education level or age groups), physiological effects (for example; appetite, hunger, and satiety) and psychological factors (for example; mood, values, experience, and personality) and so on.
• Factors related to an environment comprising of the factor included with the economy (for example; income and price) social factors (for example; safety, fashion, and society) and the cultural factors (for example; norms, customs, and beliefs) and so on.

Furthermore, for sake of studying the impact of a factor related to buying behavior of the consumers regarding the value-added propositions many researchers had been studied cultural factors as well as they tried measuring the individual values. Some of the values measurement tools are presented below.

• The List of values (LOV)
• The Schwartz Human Values
• The values and the lifestyle system
• the Rokeach value system (RVS)

Beside all these measures one of the measures that are commonly used in researchers over the values due to the reason of its ease of the management as well as high reliability is the List of Values (LOV) measure. Additionally, this measure is considered to be assessable and well-organized set of variables which are considered to be more centrally seized and less varied as well as more probably closed associated with the stimulus rather than the psychographics measures or the demographics.

Furthermore, the List of Value (LOV) measure had been proven the effectiveness of this approach in the applications of the cross-cultural dimensions. Additionally, this instrument of the List of Values (LOV) has been proposed on the basis of theoretical analysis of the hierarchy of needs, other generational values research, and the terminal values. In accordance to that, the typology of the List of Values (LOV)is associated with the theory of social distinction. Furthermore, there are 9 features of the measure of the List of values and these nine items were derived from the collection of values throughout the major sources of value addition. Additionally, these nine items are excitement, sense of accomplishment, security, the idea of being well respected, sense of belonging, warm relationships, enjoyment and fun in life, self-fulfillment and self-respect. Additionally, the values of being well respected, sense of belonging and security are associated to the person’s link attached with the society merely additionally, the values of warm relationship with others and enjoyment and fun in life depicts the personal or internal value factors thus rest of the values are related to the internal or personal factors of the values.