| With the development of people's income and living standards,dairy products has become one of the important daily goods in our life.Hohhot city is located in the Inner Mongolia Autonomous Region where historically was a place that minority nations living together,for a long time milk is the most common food for local residents,yogurt is one of the favorite food to local residents.In this paper,from the consumer point of view,the investigation is about the cognitive and purchasing behavior of yogurt.This paper first reviewed the domestic and foreign scholars study on the purchasing behavior of dairy products;secondly,combined with the actual situation of dairy consumption,investigation is developed around factors of individual conditions,family characteristics,cognitive level,product characteristics and consumption environment and get first-hand data through Internet survey.Through the investigation and analysis of the current situation of yogurt consumption and focusing on consumer purchase behavior of consumers who buy dairy products in Hohhot area,purchase frequency,consumers who are care about yogurt brand and function,the expectation of yogurt consumption is also involved in this study.The results show that consumer cognition on current dairy is increasing all this years;the price is no longer the most important factor which affected consumer consumption of yogurt,the packaging is colorful and abundant,consumers prefer combination cup and 200g bottle packaging yogurt;when talking about brand attributes,consumers are more supportive on local brand of yogurt.Based on this study,dairy production enterprises should adopt different strategies in order to meet consumer's demand.Our government should strengthened interaction and increased publicity.To improve consumer's cognition of yogurt is also necessary.At the same time yogurt market share expand is also needed,and strictly deal with all violations of laws and regulations in order to standardize the yogurt market. |
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