The Study Of Foreign Milk Powder Consumer Behavior And Influence Factors Based On Consignment-purchase Perspective

Infant milk powder quality and safety has become a social and economic development in the high-profile topic, it is a measure of the level of social management, an important aspect of the national legal system and quality of living. Our infant formula market is vast."The comprehensive two-child" policy will also greatly stimulate the rapid growth of demand for infant formula. In view of the adverse effects of domestic milk quality and safety incidents persist, consumer confidence in the domestic milk powder has not been restored. Domestic milk sales market is depressed. The rapid expansion of foreign milk powder brands on the Chinese infant formula market.Consignment-purchase industry continued to flourish and foreign milk consignment-purchase behavior flourished. China’s domestic infant formula market has never been faced with a serious challenge. So under the background of food quality and safety we investigate consumer consignment-purchase foreign milk consumption behavior is an important study that could help domestic milk powder enterprises to provide reference and enlightenment, that has a practical significance.Currently, foreign milk powders have a larger proportion in infant milk powder market in our country. Its market share is 70%. In this paper, the research base is 274 valid questionnaires which come from a web questionnaire called "question star" and field survey in Shenyang. This paper surveyed consumers’personal characteristics, cognition, foreign milk purchasing behavior and consumer expectations of government regulation to make a descriptive statistical analysis. We found that foreign milk consumption behavior and personal characteristics and understanding of consumers have greater relevance.This study investigated the current domestic milk consumers satisfaction.In the sample data, more than 80 percent of consumers are not satisfied with the current status of domestic milk.They think that milk quality and safety problems due to inadequate government regulation.They lack confidence in the government’s public management capacity. Based on consumer behavior three factors, we use Logistic empirical analysis the influence factors about consumer behavior of foreign milk powder from internal factors, external factors and market factors.The regression results show:monthly disposable income, professional nature, understanding of foreign milk powder, trust of foreign milk powder, concerned about food safety issues, recommend of relatives and friends, consignment-purchase convenience and consignment-purchase price, etc.8 factor was significantly affected. According to statistics standardized regression coefficients, the trust of foreign milk powder has the greatest impact.Finally, according to foreign milk consumption behavior analysis and empirical research and China’s infant formula market developments and survey problems, this study presents some suggestions for the government, enterprise of domestic milk and consumers. The government should improve the foreign milk purchasing industry regulatory system, maintain healthy and orderly development of the purchasing market, and improve domestic milk quality and safety management system, enhance consumer confidence. Domestic milk enterprises should grasp of consumer demand, improve the quality and safety of domestic milk. It should improve the multiple channels promotional marketing, focusing on a brand-building. Consumers should be wary of purchasing risks.They should protect their legitimate rights and interests. Consumers should have a rational consumption, and focus on the development and progress of domestic milk.