The Influence Factors Of Nanchang Domestic Dairy Products Purchase Intention

In recent years,with the rapid development of our economy,national income increased significantly,the residents' consumption expenditure also constantly improve,people's need for dairy products is increasing,the huge market demand for dairy products attracted foreign dairy companies.The domestic dairy market share has been a certain impact.And chemical melamine and a series of events of the quality and safety of dairy products,but also hit the confidence of consumers to buy domestic dairy products.So the factors which influence Chinese citizens purchase domestic dairy products is of great theoretical and practical significance.Based on the above analysis,the first,this paper introduces the basic background of the current domestic dairy market and explains the relevant theories about consumer behavior;Second,the paper puts forward the influencing factors of urban domestic dairy consumption behavior;Third,in this paper the basic situation of Nanchang urban consumer survey conducted descriptive statistical analysis;Fourth,this paper is using the factor analysis model based on the survey data to carry on the empirical analysis of the influence factors of urban residents consumer behavior on dairy products;Finally,according to the results of model analysis,for the government and the dairy products production enterprise put forward the corresponding countermeasures and Suggestions,and get the related conclusion.Study found: consumers of Nanchang are not blindly chasing after foreign milk powder brand and consumers have no obvious preference difference between foreign milk powder with domestic milk powder;Nanchang consumers has obvious preference difference between domestic liquid milk with foreign liquid milk,the vast majority of consumers purchase domestic liquid milk;the rapid development of e-commerce platform like Taobao and Jingdong,not let consumers tend to online shopping for dairy and online foreign brands,consumers' online shopping platform dairy quality credibility is low;Milk powder safety incident happened can reduce the confidence of consumers to purchase domestic liquid milk,as a result,the mutual influence between dairy products;Consumers' low trust in the government and the dairy products production enterprise,for the government the domestic dairy market supervision is not very satisfied,also don't trust the quality of the dairy products production enterprise security information.Therefore,in order to improve the domestic dairy products market share in China,this paper for the government and the dairy products production enterprise puts forward several policy Suggestions: Firstly,correct the value of domestic dairy enterprises,Domestic dairy enterprises should be honest,make the domestic dairy production of quality and safety,do not sell substandard dairy products,in order to revitalize the domestic dairy brands;Secondly,strengthen the domestic dairy products' brand building,marketing to consumers,strengthen the domestic dairy products' brand awareness among consumers,deepen the domestic dairy enterprises' brand image to the customers;Third,enterprises should strengthen the research and development of the dairy,through on-the-spot investigation,understand the current needs of dairy products in each income level,and according to the results of the survey,research and develop the dairy products to meet the people in each income level;Fourth,the government should strengthen supervision of domestic dairy enterprises,establish food safety laws and regulations and improve the safety of dairy products processing mechanism,increase the punishment of the domestic dairy enterprises in the production and sales of substandard dairy products;Fifth,the government should set up dairy supervision and integrity released platform,establish the credibility mechanism,Dairy safety information release platform could help the elimination of the information asymmetry in milk products field,so that consumers can know the specific circumstances of the quality of dairy products and illegal disclosure of enterprises;Sixth,the government should promote the education and propaganda activities to encourage and guide consumers to establish a rational view of consumption in order to improve the consumers' blindly worship of foreign dairy brands.