Study On The Influence Factors For Urban Consumers To Buy Dairy Products At Supermarkets

Facing a series of safety accidents, China's dairy industry, on one hand, is in the situation of rebuilding a new pattern which is caused by the catastrophic consequence due to the dairy crisis; on the other hand, it starts a clear path for its healthy development as the New Deal in Dairy Industry has been proposed and carried out. Not to mention the pros and cons for China's dairy industry influenced by such accidents, only to a large number of consumers, when they face different kinds of dairy products, they are confusing because these dairy products cannot meet the rudimental requirement-security, even though they has the honor of exemption from inspection, name brand, high quality. How do the customers choose? How do they get assured? What will happen in the future? Who will be the next unfortunate man? Nobody knows. In China, the habit of drinking milk has been formed gradually and people accept the value of nutrition in milk through the hard working of generation to generation. But this situation is being destroyed. Moreover, changes of the habit and value people keep may have worse effect on the development of dairy industry. The current condition makes us think that we need restore confidence in good safety as we need recover from the widespread global economic crisis in terms of confidence. In view of this,the research could focus on the main factors which affect the consumers in cities to purchase dairy products in supermarkets-taking Chengdu as an example.The currently important factors which affect the consumption of dairy products will be worked out from the aspect of consumers.Also,strategies of dairy production and marketing could be provided as a basis.It is of great theoretical and practical significance for a better guidance to the healthy development of the dairy market.This paper will be divided into the following four parts. The first part is the introduction and the documentation retrieval.Introduction includes the research background, research significance and research purposes.And the documentation retrieval is mainly on reviewing and commenting consumer behaviors, consumer behavior of purchasing dairy products in supermarket, the model of relevant methods and the research at home and abroad. The second part is for theories and basics, discussing mainly about the study of ideas, methods, content and related theoretical basis.The third part is the core of the paper. In this part, research assumption will be raised first according to models.Then the researchers will have a survey of random sample among the dairy purchasers in Chengdu. After that, researchers will have the descriptive statistical analysis, variance analysis, correlation analysis and logistic regression analysis according to the survey data, finding the factors which influence the purchasers to purchase dairy products with qualification of security. The fourth part is the conclusion.The following conclusions can be draw:firstly, there is not such an evident correlation between the consumer satisfaction with the dairy products and the government's supervision and people's purchasing the dairy products which are ratified safe.Secondly, the more concerned people are for the information of the dairy products, the more dairy products which are certified safe they will buy. Thirdly, the more effect Melamine Incident has on the consumers, the less dairy products which are certified safe they will buy. Fourthly, the more frequently consumers have the dairy products, the more dairy products which are ratified safe they will buy. Fifthly, the more salaries the consumers have or the more members there are in their family, the more dairy products which are ratified safe they will buy. And there is no evident correlation between other factors and people's purchasing behavior.