The Study of Animal Products Perceived Quality Based on Cue Theory——Data from Fu Jian Province

Currently, with the animal product quality and safety incidents frequent occurrence, food quality and safety suffered serious doubt. This paper chooses consumers in Fujian Province markets as samples, administrative divisions as the principle of sample selected, and 918 consumers in Fu Zhou, Long Yan, Nan An, Quan Zhou, San Ming, Zhang Zhou etc, six cities as study objects. And study judgment basis on animal products consumer perceived quality based on cue theory, explore personal attributes’ influences on animal products consumer quality. The result shows that: color, cutting, packaging, the level of fat, marbling, PH value, price, brand, drug residues, origin certification, production date, catching season, cold chain distribution, purchase options, payment mechanisms, the last time buying experience etc, 16 quality cues can classified as five dimensions-store image, brand quality, processing, intuitive cognition and physical properties, and are basis for consumers to judge animal products consumer perceived quality. Personal attributes have a significant difference on the five dimensions, including gender, age, household type, education background.