A Study On The Consumers' Willingness To Pay For Dairy Product

In recent years,although at present China is only a third of the world average per capita dairy consumption,half of the developing countries,but with the increase of urban and rural residents income level,the propulsion of urbanization and the implementation of the two-child policy,dairy consumption has great potential for growth.It is expected that the national dairy total demand will be more than 58 million tons in 2020,the average annual growth is 3.1%,0.5% higher than growth in "twelfth five-year".While dairy consumption and production is raising,dairy products' quality and safety accidents also repeated outbreaks,which leads to domestic consumer distrust of domestic dairy products.With the constant improvement of dairy products quality supervision system in our country,our country consumer' confidence in domestic dairy products is gradually picks up,the domestic dairy consumption market is recovering.To further consolidate the domestic dairy industry,to improve the match between supply and demand of dairy consumption,we must explore the influence factors of consumers of dairy products brand trust and the mechanism of promoting dairy brand trust,means and methods,which is based on consumer behavior.This paper,by using Mei Zhou,Guang Zhou dairy consumer questionnaire data,analysis dairy products brand trust factors.The results found that Guang Zhou dairy products consumers mainly for unmarried,high income,highly educated people,while Mei Zhou dairy products consumers for married,high income,high education levels.Guang Zhou dairy products consumers are incline to consume dairy product more diversely,while Mei Zhou dairy products consumers are more likely to buy certain brands of dairy products.Therefore,in order to improve the market share of domestic dairy products,dairy enterprises should implement differentiation marketing strategy for different areas.Places such as the economic developed areas,shall be appropriately increased types of dairy products to adapt to the needs of different people;For the economic developing regions,advertising should be increased,which is good for improving consumer' brand loyalty.