摘要
在我国居民乳品消费量远低于发达国家水平的背景下,通过研究消费者偏好来为乳品生产及促销提供方向具有深远意义。通过基于选择的联合分析法对青岛城镇居民乳品消费调查数据进行系统分析,结果表明,青岛消费者愿意支付更高的价格来购买加工技术为巴氏灭菌法、脂肪含量低及自然口味的液态奶;女性比男性更偏好于调味奶;年轻人相比于其他消费者对调味奶的偏好尤为显著;老年人是对液态奶的脂肪含量最敏感的群体。
As China＇s dairy consumption is much lower than developed countries,studying consumers＇ preferences has far-reaching Significance for the dairy producing and marketing.A Choice-based Conjoint （CBC） experiment was employed to analyze Chinese consumers＇ preferences for fluid milk.The results indicated that consumers in Qingdao city were willing to pay a premium for pasteurized,low fat content,and natural tasting milk.In addition,this study showed clearly that female consumers were more likely to prefer flavored milk to natural tasting milk than males,young generation consumers significantly prefered flavored milk compared to others,and senior consumers were more sensitive to fat content level than other consumers.
出处
《中国食物与营养》
2014年第10期51-55,共5页
Food and Nutrition in China
关键词
乳品
液态奶
消费者
偏好
效用
基于选择的联合分析法
dairy
fluid milk
consumer
preference
utility
Choice-based Conjoint Analysis （CBC）
