An Emprical Research On Dairy Product Purchasing Behavior Of Urban Consumers

Food is the basis on which man survive and develop. Dairy product which is important to humanbeings is known as the most perfect nutrition food. Consumption of dairy product in China is highly concentrated in urban areas. The world is shocked by "Sanlu milk " incident and China's dairy consumption has suffered. Therefore, it is practical significance for us to analyze the consumer behavior of dairy product.This paper reviews the domestic and foreign literatures on the factors affecting purchase behavior of dairy products. Secondly, considering the actual situation of China's dairy consumption, The paper constructs an empirical frame about the factors affecting the purchase behavior of dairy product. Then it analyzes five affecting factors which include individual conditions, family characteristics, cognitive level, the characteristics of product itself and consumer environment.Finally, This Paper studies the various factors on the consumption of dairy products with analysis of variance, factor analysis and multiple regression analysis to draw the corresponding conclusions and recommendations.The results show that individual conditions, family characteristics, cognitive level, characteristics of the product itself have a significant effect on consumption of dairy product. Personal conditions mainly depend on gender, age, education. Family characteristics mainly depend on family income, family size, home shoppers decisions. Cognitive level mainly depend on the degree of attetion, degree of satisfaction with government regulation, the attitude of imported dairy products. The characteristics of product itself mainly depend on brand, price and media campaign; Consumer environment mainly depend on whether experienced by the dairy safety incidents and the influnce of "Sanlu milk" incident.On this basis, some suggestions are given for manufacturers for further discussion, such as speeding up the dairy business alteration and technological upgrading, enhancing consumer information propaganda to restore confidence, strengthening enterprise marketing management, establishing a more comprehensive sales network to provide more convenient channels of purchase.