Study On The Consumption Of Liquid Milk For Rural Residents In Qorchin Youyi Qianqi

With the development of dairy industry and the enhancement of people's living quality,dairy products have become important consumer goods in residents' daily life in China.In recent years,China's rural market has presented a great consumption potentiality of dairy products.Liquid milk,as the main type of dairy products,has large sales volume and wide sales scope in rural areas.Therefore,in this paper,the rural residents in Right Wing Front Banner of Inner Mongolia are taken as the example to study the consumption situation of liquid milk.Using literature in China and abroad as reference,in view of the practical situation,starting with personal characteristics,family characteristics and the cognition and consumption situation of liquid milk,through field research,this paper carries out random sampling survey on the rural residents in Right Wing Front Banner,and makes a descriptive statistical analysis on the data obtained.Meanwhile,Logit model and linear regression model are adopted to respectively study whether the rural residents consume liquid milk and the influence factors as well as the significance of the rural residents' per capita consumption expenditure of liquid milk.The study shows that most of the rural residents' consumption frequency of liquid milk is stable,the purchasing channels,the brands and the available packaged forms of liquid milk are relatively simplex,most of the rural residents tend to consume liquid milk as required,their holistic cognitive level of the nutrition contained in liquid milk is low,and their trust degree of the safety of liquid milk is high.In terms of the factors affecting liquid milk consumption of rural residents,Logit model is used to analyze the influence factors of the dependent variable of whether rural residents consume liquid milk.The results show that 5 variables have significant influence on the dependent variable,those are,whether there are old people and children in the family,whether non-agricultural employment exists in the family,the comprehension degree of nutritive value,the cognition of importance degree to health and the comprehension degree of safety.The influence factors of the rural residents' annual per capita consumption expenditure of liquid milk are analyzed by linear regression model,and it is found that the education level,the number of family population andthe comprehension degree of nutritive value of rural residents have significant influence on the annual per capita consumption expenditure of liquid milk.Based on the above conclusions,this paper puts forward corresponding countermeasures and suggestions as follows: first,rural residents should strengthen their cognition of nutrition and safety;second,enterprises should strengthen self-management and product safety detection,fully understand the rural consumer market and develop marketable liquid milk products;third,the government should exert the role of publicity and guidance,properly implement dairy consumption subsidies to rural residents and strengthen the supervision force on dairy enterprises,thereby providing support for rural residents' consumption of dairy products.