Investigation And Analysis On Consumer Purchasing Behavior Of Dairy Products In Hebei Province

Dairy industry is an important supporting industry of agricultural economy in hebei province, But now was not born to is famous in the country’s leading dairy companies. With the increasingly fierce market competition, Large dairy companies offen mergers and acquisitions others. business market space of small companies is becoming more and more small.So Improve core competitiveness of the dairy enterprises in hebei province became the top priority. And if you want to improve their competitiveness, We should understand consumer buying behavior.The purpose of this article is for dairy products in hebei province consumer purchasing behavior analysis, It is concluded that the main influencing factors, For hebei province dairy enterprises with certain feasibility plan. At the same time provide decision-making basis for the government macroscopic.In this paper, based on the consumer decision theory, Urban and rural residents in hebei dairy products on the basis of consumer behavior questionnaire, Analyzed the characteristics of the dairy products in hebei province consumer purchase behavior. Its main influencing factors were studied, In this paper, the research methods using questionnaire and statistical analysis, case analysis and contrast analysis.The research content of this article includes four parts, The first part is the review. The second part is the consumer dairy consumption situation investigation, Through the survey found. Hebei dairy consumption behavior of consumers is more complex. Consumption patterns and consumption structure is unitary, High degree of brand concentration of dairy products, Public knowledge and awareness of consumers of dairy products is not enough, Less access to dairy products information, Price changes will have great influence on consumption. All kinds of consumers in the age, the level of education, occupational type, brand loyalty, and agree with the way of purchase price difference. The third part is the analysis of consumer behavior survey to the dairy products enterprise, government and consumers. The fourth part is the conclusion, including this article research conclusion and research prospect.The innovation of this article is based on dairy products in hebei province that the basis of the research of consumer behavior, the characteristic of dairy products in hebei province consumer purchase behavior, Find out the key factors that influence consumer behavior, Using the theory of consumer behavior, Further analysis of these key factors, For the first time, puts forward the development of new marketing and e-commerce, market segmentation of differentiation marketing strategy combination of measures to enhance the competitiveness of hebei province dairy products, feasible Suggestions.