Research On Preference For Liquid Milk Product Attribute Of Consumers In Heilongjiang Province Based On Conjoint Analysis

Liquid milk,as a kind of beverage with high nutritional value and easy to drink,has exceeded milk powder since 1996,and has become the largest variety in domestic dairy consumption market.With the improvement of people's living standards,dairy products,especially liquid milk,have gradually penetrated into people's lives,and the market demand continues to grow.Since 2000,the number of dairy enterprises in Heilongjiang province has been increasing year by year.In 2016,the total production of dairy products was 196.10 thousand tons,among which the liquid milk yield was 140.30 million tons,and the liquid milk in the market was abundant in both product variety and quantity.However,the average annual milk consumption of residents in Heilongjiang province was only 10.4 kg,including per capita milk consumption of urban residents was 14.8 kg,and the annual milk consumption of rural residents was only 4.5 kg,which is far below the average level of our country.In addition,with the development of social economy,people's material culture and living standard are gradually improving.Consumers' demand for liquid milk products also presents a diversified,complicated,and the development trend of gradually from low level to high level.The requirements for product attributes are also gradually improved.Therefore,in the context of the liquid milk is still the main part of China's dairy consumption and fierce competition among dairy producers,the preference of consumers in Heilongjiang province for liquid milk products is of great significance to liquid milk producers.How do consumers with different geographical and demographic characteristics have preferences for the properties of liquid milk products? It is crucial for liquid milk producers to develop new products,market segments and product marketing strategies.In view of this,based on the theory of consumer behavior,and the theory of consumer preferences,this paper investigated 756 consumers in 10 regions,such as Harbin,Qiqihar and Jiamusi in Heilongjiang province,after analyzed the survey data,it described the consumer's consumption of liquid milk,and consumers' preference for liquid milk taste and brand,finally,used the method of Conjoint analysis,we calculated the relative importance weight and the utility value of consumers of different regions,gender,age,educational background and income on the properties of liquid milk products.The results showed that consumers of different regions and different demographic characteristics in Heilongjiang province,the consumption preference of the brand,price,fat content and taste of liquid milk was significantly different;Liquid milk brand wasthe most concerned product attribute of consumers in Heilongjiang province when buying liquid milk;The price of liquid milk had little impact on the purchase of liquid milk by consumers in Heilongjiang province;The relative importance weight of liquid milk fat content was not reliable,but consumers of any type had a clear preference for fat content,and generally prefered low-fat liquid milk;The relative importance of liquid milk taste properties was sometimes high and low,and the attention of different characteristics was obviously different.Therefore,in order to meet the demand of consumers of liquid milk products in Heilongjiang province,this paper argued that the government should actively provide consumers with the correct product attribute information as much as possible,to increase liquid milk nutrition standard of propaganda,train their consciousness of consumer selective consumption of liquid milk.Liquid milk producers and sellers should adapt to consumer preferences and create differentiated products.The main measures were: Introduce price differentiation products;Actively carry out technical renovation and equipment update,improve product research and development capability and production process level,and introduce a variety of functional liquid milk;Attach importance to brand building,enhance and build brand image,enrich emotional attributes,and create brand difference advantage;According to the product difference and enterprise advantage,choose the appropriate sales channel to facilitate the purchase of consumers,and adopt different marketing methods for different types of consumers.The innovation of this paper was the research focused on analysis of liquid milk product itself,through literature review and questionnaire survey to select liquid milk price,brand,fat content and taste four kinds of product attributes.By using the Conjoint analysis method,the difference of consumer product attribute preference was obtained.Suggestions for improvement of liquid milk products were proposed.And this article not only investigated the steady income of urban residents,also increased the survey of rural consumers,compared the urban and rural residents liquid milk product attribute preference difference.To a certain extent for liquid milk producers to develop more products that meet the consumer demand,according to different characteristics of consumers for market segmentation and liquid milk product marketing strategy to provide valuable information.