An Analysis On The Consuming Behavior Of Diay Products Of College Students And The Relevant Contributory Factors

As the average living standard increases,more and more attention are paid on the consuming of dairy products,which are considered to contain very sufficient and comprehensive nutrition.Dairy products today,are gradually becoming an essential food.And as college students are becoming a main force of the new generation consumers,it is considered significant to conduct a research on their consuming behavior on liquid milk and the relevant effects.This thesis summarizes 14 main factors that may have an influence on college students’ consuming behavior through study of many existing documents,they are respectively product quality,price,freshness,encasement,brand,accessibility,promotion,consuming habit,friends’ recommendation,age,grades,gender and monthly budget.And then,a survey is conducted according to these chosen factors and some achievements from the existing documents,in order to make a comparison between the influences caused by different factors and,to analyze college students’ consuming habits on liquid milk.Research indicates that college students’ consuming on liquid milk is still at a relatively low level,and drinking liquid milk hasn’t yet become part of their daily life.Among all these potential factors,product quality,price,freshness,brand,accessibility,promotion,consuming habit,friends’ recommendation,grades,gender and monthly budget are believed to have the most significant influence on college students’ consuming behavior on liquid milk.Based on the conclusion of the research,this thesis gives some suggestion towards this issue,such as improving product quality,creating brand effect,combining different ways of promoting,enhancing advertising,etc.