A Study On The Influencing Factors Of GM Room Temperature Yogurt Purchase Behavior In Shanghai

Food is the basis on which man survive and develop.The nutritional balance of dairy products is rich,which is an important source of human high-quality protein.It is an important agricultural product to strengthen the national physique.However,fresh milk has a short shelf life and high requirement for preservation conditions,and local brands are dominant in China.GM took the lead in developing normal temperature yoghurt in the industry.The market of normal temperature yoghurt has developed rapidly.Major dairy enterprises have also launched a series of products.The market has been rising rapidly for many years.Big cities are the main body of dairy consumption.It is of great practical significance to study.Firstly,through the research on the influencing factors of dairy consumers purchase behavior by domestic and foreign experts and scholars,and on the basis of previous studies,combined with the current domestic dairy market consumption reality,this paper extracts the influencing factors of individual family,product characteristics,product recognition,consumption environment and so on,and constructs an empirical analysis framework for influencing the purchase behavior of normal temperature yoghurt.By descriptive analysis,variance analysis and regression analysis,the influence degree and significance of a series of factors on the purchase behavior of normal temperature yoghurt were studied,and the conclusions were drawn.Through questionnaire design and market research,factors such as individual family,product characteristics,product awareness and consumption environment have significant impact on consumer buying behavior.The monthly income and education level of individual family have a significant impact on purchasing behavior.Product quality,taste and price in product characteristics have a significant impact on purchasing behavior.Product attention in product cognition and market supervision satisfaction have a significant impact on purchasing behavior.On the basis of the research conclusion,some development countermeasures and suggestions are put forward for Moslian normal temperature yoghurt,such as strengthening product quality management,improving product taste,further expanding market channels,strengthening brand publicity,and further expanding middle and high-end markets.