大学生乳制品消费行为影响因素分析——以保定市为例  

Analysis on the Influencing Factors of College Students'Dairy Products Consumption Behavior---Taking Baoding City as an Example

作　　者：刘秀娟[1] 吴闻昊 邓郁[1] LIU Xiu-juan;WU Wen-hao;DENG Yu(Hebei Agricultural University,Baoding 071001)

机构地区：[1]河北农业大学,保定071001

出　　处：《中国奶牛》2022年第6期52-56,共5页China Dairy Cattle

基　　金：河北省高校基本科研业务费项目(KY202022);河北省社会科学发展研究项目(20210201281);河北省高等学校社科研究项目(SD201054);河北省人力资源社会保障项目(JRSHZ-2020-02014)。

摘　　要：大学生是新生代消费的主力军,其消费偏好对市场开发有重要的影响。本研究在实地调查的基础上,通过方差分析、双变量相关分析,揭示了保定市大学生乳制品消费现状、消费行为的特征及影响因素。研究表明,女生的乳制品购买力强于男生;各年级中,研究生的购买力最强;个人因素、产品价格、产品宣传强度、家庭经济条件、产品质量的感知对乳制品消费行为具有显著影响。据此提出乳制品企业的发展对策,助其开拓学生消费市场。College students are the main force of the new generation of consumption,and their consumption preferences have an important influence on market development.On the basis of the investigation,the analysis of variance and bivariate correlation analysis were carried out to reveal the current situation of the consumption of dairy products,the characteristics of consumption behavior and the influencing factors of college students in Baoding.Studies have shown that girls’purchasing power of dairy products is stronger than that of men;among all grades,graduate students have the strongest purchasing power;personal factors,product prices,product promotion intensity,family economic conditions,and product quality perceptions have a significant impact on dairy consumption behavior.Based on this,the countermeasures for the development of dairy products enterprises are put forward to help them develop the student consumption market.

关 键 词：大学生 乳制品 消费行为 

分 类 号：F316.3[经济管理—产业经济]