Consumers’ References For Milk Attributes Researched By Choice-Based Conjoint

The dairy consumption now in China is keep in low level. And because of the falling trend of urban consumption, an army of scholars make a research about the factors of dairy consumption. However, few of researchers studied from the attribute preferences to discuss the factors of dairy consumption.This paper employed CBC methods to design the questionnaire and collected the data of urban residents’consumption behaviors and consumption preferences in Qingdao. We got the conclusions as follows by using Multinomial Logit models:1. Consumers’ preferences about the attribute liquid milkThe urban residents in Qingdao prefer pasteurize milk, non-fat milk, primary taste milk and low-price milk. The choice of consumers about pasteurize milk is1.56times than UHT milk; the consumption of liquid milk with0%fat is18%more than the sum of which with1.5%and with3.8%; the consumption of flavored milk is as2/3times as the consumption of primary taste milk; the lower price of liquid milk, the bigger consumption, and the same if vice versa2. Different demographic characteristics residents have different consumption preferences about liquid milk attribute(1) Different gender consumers from different family have obvious different preferences about the taste of liquid milk. Like the primary taste milk, female consumers prefer flavored milk and the family with young teenagers prefers more flavored milk.(2) Old residents and high-income group are sensitive about the fat content. The family that includes olds could pay for more low-fat liquid milk than any other family, and the same as the high-income group.3. Consumer preferences when overall considering two properties of liquid milkThe couple of four properties of liquid milk (processing methods, the fat content, taste and price) that studied in this paper, In addition to the combination of processing methods and the fat content, other five combinations can significantly affect consumer preferences. For example, consumers have different preferences for combination of every processing methods level and every taste level. Consumers prefer the pasteurized processed natural milk and the UHT processed flavored milk,while have less preference of pasteurized processed flavored milk and the UHT processed natural milk.