Consumers’ Choice Model Of Dairy Products At Home And Abroad Based On SEM

In recent years, the subsequent effects of Melamine Event in the field of the dairy industry which made a great sensation in 2008 and the implementation of the new free trade agreement, caused a great change to the pattern of international trade of our country dairy products, especially in the aspect of milk powder, which import demands increased rapidly while export performance was deep in crisis. This unbalanced market phenomenon is not conducive to the healthy development of our dairy industry in China. Thus the domestic dairy companies need urgently to build our own national brands. Only in this way can our consumers be confident to our brands again.The core of this study is to analyze Beijing consumers’ choice model of dairy products at home and abroad. By using questionnaire, dairy products are divided into two major categories-liquid milk (yogurt, milk) and milk powder. Then this thesis tries to find two famous brands from domestic and abroad respectively as two angles, and chooses variable factors to construct a structural equation model. By analyzing the fitting degree of the model and evaluating the factors which affects consumers’ cognition and their choice of the brands at home and abroad and figuring out the different degrees of these influential factors, this thesis makes an effort to put forward some policy proposal to strengthen the national dairy industry and plants and help them develop healthily.The analysis result shows that the consumers in our country have little confidence in our national dairy products, with liquid milk purchased prior to foreign brands and milk powder consumption opposite. According to the research data, nearly half of the milk powder consumption in Beijing is mainly foreign brands. Brand trust plays a decisive role in the choice model, and the consumers’ social status also have significantly influence when they choose a brand. On the basis of these research results, this thesis tries to propose some suggestions for the national dairy products enterprises to improve their marking measures. For example, they should live their values on the right track, do a good job in brand maintenance, and pay more attention to the product safety supervision. What’s more, some policy suggestions for the government and the consumers are also provided in the thesis, aiming that they will take different measures to bring our national dairy industry sound and stable development.