Research On Consumers' Preference For Milk Sources Of Infant Milk Formula And Consumers' Willingness To Pay For Infant Milk Formula

Milk powder is one of the main sources of nutrition for infants and young children.As a special product,the direct consumers of milk powder(infants and young children)and buyers(parents or family members)are not the same.Since infants and young children cannot make consumption decisions on their own,the consumers of infant milk powder mentioned in this article refer to Children's parents and family members.Therefore,most consumers do not buy based on eating experience,but more on other attributes of the product,such as brand,place of origin,safety,and type of milk source.At present,there are two main types of milk sources for infant formula milk: milk and goat milk.Relevant literature points out that goat milk and other dairy products are basically similar in chemical composition,but goat milk has higher nutritional value;clinical studies have further confirmed that: compared with cow milk-based infant formula milk powder,goat milk-based formula milk powder Better promotion,and the babies fed with goat milk powder are more healthy.In terms of farming,dairy goat farming has low costs and high profits.Promoting dairy goat farming has become an important measure for getting rid of poverty and getting rich.In recent years,China's goat milk industry has developed rapidly.Shaanxi Province has invested 100 billion yuan to help promote the development of the dairy goat industry.Therefore,it is of great significance for the development of China's goat milk industry to understand the consumer's perception of goat milk,the preference of dairy product attributes and the willingness to pay for different product attribute levels.The literature shows that so far there has been little research on the attribute preference of infant formula milk powder products.At the same time,research on consumers' willingness to pay has never involved goat milk products.Therefore,in order to make up for this vacancy,this study takes the residents of Fuping County and Xi'an City in Weinan City,Shaanxi Province as an example to investigate the preferences of consumers in different regions on the attributes of infant formula milk powder products and their influencing factors.Consumers' willingness to pay at different product attribute levels to provide a reliable basis for formulating and implementing goat milk industry policies and market strategies.To this end,this article first sorted out the theoretical basis for the selection of experimental methods to study the willingness to pay,drawing on the theory of planned behavior,carrying out random sampling surveys and online questionnaire surveys in Fuping County and Xi'an City,where goat milk is produced,and issued a total of 520 questionnaires,and obtained effective questionnaire 476 copies,and then through the construction of the Mixed Logit model,from the theoretical and empirical level to analyze the consumer product preference of the two regions and the willingness to pay for different product attributes.Research data points out that in Xi'an,when consumers buy infant milk powder,the most important thing is the reputation of the product,followed by safety,brand,raw materials,and price have the least impact on consumers;and,compared with goat milk Based on infant formula milk powder,consumers prefer milk powder.In Fuping County,the hometown of goat milk,the safety attributes of products are the biggest factors affecting consumer decision-making,followed by word-of-mouth,raw materials and prices,and consumers in Fuping County prefer goat milk-based infant formula to milk powder.,Willing to pay 14.5 yuan more for goat milk powder,paying a premium of 6.14%.The results of the study show that: respondents who have bought goat milk powder for infants and young children prefer goat milk-based infant milk powder.Compared to milk powder,they are willing to pay 179.7 yuan more for goat milk powder,and the premium has reached 76.14%..Consumers' attitude towards infant milk powder(cognition of related diseases that infant formula milk powder may cause,knowledge of the nutritional value of milk powder),consumer's subjective norms(whether people around have consumed goat milk powder,and from which ways Known goat milk powder)will have a positive impact on consumers 'willingness to purchase goat milk powder.Finally,according to the results of the model,according to the survey situation,corresponding suggestions are made to the relevant enterprises and institutions.For example,expand publicity efforts,broaden publicity platforms;increase supervision and punishment efforts,expand transparency;expand financial support,increase investment attraction;classified production,precision marketing,in order to provide feasible strategies for the government and businesses.