Consumer Purchasing Behavior and Satisfaction Analysis of EggsTaking Yantai City as an Example

In order to promote healthy development of egg industry, based on survey data of consumers in Yantai City, using SPSS 26.0 software, descriptive statistics, comparative mean, factor analysis and other methods were adopted to analyze consumers' satisfaction with egg and influencing factors in Yantai City．Results showed that satisfaction of consumers was at a high level, with an average satisfaction of 3.57．Consumers' satisfaction with egg was related with monthly income and egg price, and with increase of satisfaction, consumption of eggs was gradually increasing．Consumers from families with children under age of 18 were more satisfied with egg, consumers who chose pulp egg trays and plastic boxes were more satisfied with egg, consumers who regularly bought native or branded eggs were more satisfied with egg．Common factors such as egg quality, brand promotion, supply and marketing channels, price factors were main factors affecting consumers' satisfaction with egg．Based on analysis results, it was suggested that relevant enterprises should strengthen quality management, vigorously build egg brand, control egg production and circulation costs．