Study On Consumer Choice Preference And Market Demand Of Liquid Milk Quality Characteristics In Meizhou

Food safety is a global problem,especially in developing countries.The existing research mainly focuses on the one-way research on the transmission of quality and safety information from producers to consumers,as well as consumers' overall willingness to pay for quality and safety agricultural products.It is rare to see consumers' preference for the quality characteristics contained in various quality and safety information and the corresponding feature prices.Whether it's information transmission or price composition,consumers are just passive recipients.The premise of market demand orientation of supply-side structural reform of agriculture is to obtain complete and accurate information of consumers' preferences for high-quality agricultural products and price of quality characteristics.Adopted in this paper Questionnaire survey was conducted among consumers of large commercial complexes in Meizhou City,such as Duhui,Wanda Square,Bubong Lotus,and other supermarket chains such as Heido and Le Wan.This paper analyzes the consumers' preference and willingness to pay for the quality characteristics contained in the quality and safety information of dairy products.The results of the study show that:The result of the study is 1: 1.More than 50% of the interviewees were willing to pay 1.2 yuan more for products with exquisite packaging,good brand reputation from the manufacturer or supplier,and long shelf life.Consumers who are willing to pay up to 7 yuan or more value national food certification and strict production standards.Detailed analysis shows that most people are willing to pay a premium of less than 4 yuan,rarely exceeding 4 yuan.2.The personal economic characteristics of consumers are related to the willingness to pay dairy products.Male consumers are more likely to buy dairy products.Students and housewives are more receptive to dairy products.Those who were willing to buy dairy products were 38.2935% and 41.67%,respectively,while those with primary and junior middle school degrees were only 21.05% and 19.44%).However,there is no significant correlation between the price of dairy products,whether the family members need special care and consumers' willingness to pay for dairy products.(3)consumers have less confidence in the quality of dairy products.After a safety accident,37.2% of consumers have confidence in the business.The impact was severe,with more than average people saying their trust in the company had a slight impact,with only 6.7 percent saying they had no impact.In terms of understanding of the quality and safety of domestic dairy products,nearly half of them think that the quality of domestic dairy products is general,and more than 38.6% think that the quality of domestic dairy products is unsafe or even very unsafe,while only 11.8% think it is safe.Through in-depth study of the price model of quality characteristics,we can accurately calculate the prices contained in the quality characteristics of high-quality liquid milk,thus deducing consumers' preference for choice and willingness to pay.Providing strong evidence for producers to make changes in production can also further change the imbalance between the supply and demand of high-quality liquid milk and promote the reform of supply-side structure.According to the empirical analysis of this paper,the consumers' preference is the "intrinsic attribute" quality information(price elasticity is 0.1288),and then the "quality and safety cognition" information(price elasticity 0.022),among the four comprehensive quality information,the consumers' preference is the "intrinsic attribute" quality information(price elasticity is 0.1288).4),"advertising effect" information(price elasticity 0.017),but "supplier" quality information did not significantly affect the price of high-quality liquid milk.By further decomposing each sub-feature information of each kind of characteristic information,it is found that most of this characteristic information will stimulate the price of liquid milk to promote consumers' consumption.Under the influence of domestic consumption culture,consumers tend to pursue fresh taste hygiene for liquid milk,so they prefer the quality information of "intrinsic attribute" of high-quality liquid milk.At the same time,standardized production quality certification,brand advertising and so on also have a positive stimulating effect on promoting consumers' willingness to pay and enhancing consumer demand.Ming manufacturers can improve these quality information as far as possible,in order to expand the market competitiveness of their products,and win the favor of consumers.