山西省农村居民液态奶消费调研——基于平遥县150个样本的实证分析.  

Study on Rural Residents Consumption of the Liquid Milk: Emprise Analysis on 150 Samples in Pingyao County Shanxi Province

作　　者：张元庆[1] 赵晓强[2] 白元生 师周戈 赵宇琼 

机构地区：[1]山西省农业科学院畜牧兽医研究所,太原030032 [2]山西农业大学经济贸易学院,太谷030800 [3]山西省生态畜牧产业管理站,太原030001

出　　处：《中国奶牛》2014年第5期31-35,共5页China Dairy Cattle

基　　金：现代农业产业技术体系建设专项资金(CARS37);山西省现代农业产业技术体系牛体系专项基金

摘　　要：随着人们生活水平的提高,液态奶消费群体逐渐壮大。目前我国液态奶消费呈现出城乡二元结构现象,消费主要集中在城市,农村地区消费数量较少。签于此,以山西省平遥县150个农村家庭作为调查样本,应用描述性统计分析方法从购买行为、消费群体、消费数量和消费频次等方面对山西省平遥县农村家庭液态奶消费展开研究。研究显示,收入、液态奶价格、电视广告、市场距离和对市场液态奶的信任度对农村家庭的液态奶消费影响较大,并提出了促进农村家庭液态奶消费的对策。With the improvement of people＇s living standard, more and more people consume liquid milk. But China＇s liquid milk consumption is also showing a urban-rural dual structure phenomenon. At present, the liquid milk consumption mainly concentrates in the city, the consumption number of the liquid milk is less in the rural area In this case, this paper takes 150 rural families as the survey sample in Pingyao county Shanxi province, studies on the liquid milk consumption of the 150 rural households, from the aspect of buying behavior, consumer groups, consumption quantity and frequency by using descriptive statistics analysis method. Research shows that income, prices of liquid milk, television advertising, market distance and liquid milk nutrition have larger influence on the rural families of liquid milk consumption, and puts forward the countermeasures to promote the rural household consumption of liquid milk.

关 键 词：农村居民 液态奶 消费 

分 类 号：F316.3[经济管理—产业经济]