Study on consumer behavior for milk consumption in Shan Xi Sheng, China

Tou, K.; Kobayashi, S.; Koizumi, S.; Nagano, M.

Study on consumer behavior for milk consumption in Shan Xi Sheng, China

2005

Tou, K.(Nihon Univ., Tokyo (Japan)) | Kobayashi, S. | Koizumi, S. | Nagano, M.

This study investigated not only economical factor such as increasing income but uneconomical factors concerning rapid increasing consumption on milk and milk products in recent years in China from the standpoint of consumer behavior. The survey works, the questionnaire was left with each household and collected the following day, were undertaken from May till June of 2002. Data was obtained from 445 households with a child who goes to elementary school in Tai Yuan City. Shan Xi Sheng. The data were mainly analyzed using factor analysis and correlation analysis. The preferences for milk were rather positive. Purchasing frequency for fluid milk was 3.07+-0.11 times a week, and quantity at a time was 740.4+-38.8 ml. There were strong positive correlation between preference for milk and actual consumption (0.992**). Many respondents (76.7%) drink 'hot milk', and drink milk in the 'morning' (73.5%). The average consumer attitude indexes (five point semantic deferential scale: l=decrease considerably-5=increase considerably) for milk was 3.45+-0.04 and this means consumers attitude toward future consumption of milk was positive. Health and safety were one of the biggest concerns for households in China, however their knowledge for milk and milk products were relatively poor and the evaluation for the taste of milk were low. In general the consumer attitudes for milk consumption depends on the publicity of the government and dairy companies. Therefore, it is important educate consumers concerning for knowledge of milk and milk products as well as improving productivity and quality for milk production in order to increase future milk consumption.

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