The Influence Factors Of Infant Formula Purchase Behavior

In modern society, most families have only one child,and the new concept of nursery, many parents pay more attention to the quality and safety of infant formula issue. But in recent years, with the continuous exposure of milk safety events,the parents of domestic infant milk powder gradually lost confidence, we have focused on quality and safety of relatively high coefficient of foreign milk powder brand. This is great for China’s milk powder enterprises can be described as a loss,how to save the market share, how to regain consumer confidence has become an urgent problem in the domestic milk powder business, so in view of this phenomenon,this paper to consumers of infant milk powder purchase behavior were in-depth study.Taking some consumers in Xuchang city for the study in this paper, through the spot investigation and questionnaire to collect input data, then makes an empirical analysis by SPSS software, and analyzes the factors affecting consumer purchase behavior. First of all, through the analysis of variance test different gender, age,culture degree and family income level’s influence on consumer buying behavior whether there was a significant difference. Followed by using correlation analysis to study the effect of different factors and whether there is a correlation between consumer buying behavior, the factor of the correlation is not strong rule out first, to facilitate the factor analysis of variance contribution more concentrated. Then the factor analysis through SPSS software output characteristic value and contribution rates were 5 common factors that can replace the original 11 to the next step of the analysis underlying variables, and by a factor of a scoring matrix to represent the common factor scores value. Finally, using multiple linear regression analysis to study the relationship between the independent variables and the dependent variables,Because the dependent variable purchase behavior is divided into two aspects, such as the choice of brand purchase and price, so from the end of the regression equation of the regression coefficient can be obtained respectively and the resulting degree of common factor’s influence on consumer buying behavior.Research conclusions through the empirical analysis, that is individual condition of consumers and consumption environment, product recognition, objective evaluation on its purchasebehavior has a certain influence, and to the relevant government departments and powdered milk enterprise reference opinions and Suggestions are put forward.There are two innovation points in this paper, one is a certain innovation in topic and method above, due to the current domestic scholars for dairy specific kinds of purchase behavior an empirical study on the less, this paper with the infant milk powder as the research object and through a questionnaire survey using a series of empirical analysis method is studied. Second, in this paper, the design of the questionnaire covers the basic factors that influence the buying behavior of consumers of infant milk powder, and will summarize these factors for the individual conditions,product knowledge, objective evaluation and consumption environment, which not only simplifies the complexity of the empirical analysis of multiple linear regression analysis, more conducive to the following conclusion are drawn.