The Research On Factors Of Urban Residents’ Infant Milk Consumption Behavior

In recently, with economic development by high spread and quick rhythm living style of citizen, amount of people feeding infant with breast milk is dropping down constantly. Accompanying with this situation, more and more infant milk powder is consumed by citizens in cities and the market of infant milk powder is expanding and growing constantly. However, due to the food safe question of infant milk powder in China and melamine event, Chinese milk powder industry and the confidence of consumer are attracted hugely by them. They damage common profit of producers and consumers. Therefore, it is important in research of infant milk powder consumption because this research can help constant development of infant milk production industry and perfect bidirectional profit about producers and consumers.Based on this, Firstly, in this paper, some theories about consumption and studying reference of infant milk powder consumption will be introduced. Secondly, market environment of infant milk powder will be analyzed in aspects of society, policy and economy. Thirdly, relaying on another research results, the essay analysis different effective elements of infant milk powder consumption and build statistical model about this consumption situation. Fourthly, this article has carried on the descriptive statistical analysis about the present situation of consumer spending At last, base on investigation data and two variables logistic regression analysis, some results are approved in citizens consuming infant milk powder.Through research, some effect elements are found for example sex of consumer, consumers’ concerning degree on brand of milk powder and nutritional elements, consumers believing level about government, milk powder factories and quality, convenience degree of purchasing milk powder and price of milk powder. At last, six pieces of reasonable suggestion are advised on development of infant milk powder such as enhancing advertisement and marketing for female consumers, strengthen research and build brand of infant milk powder, change producing technology, building more pastures, enhancing monitoring of government, strengthen faith of consumers about government and milk factories and encouraging consumers build right consumption view.