农村乳酸饮料消费状况及影响因素调查研究

Survey of Consumption Status and Influencing Factors of Lactic Acid Beverage in Rural Areas

对内蒙古赤峰市西桥镇农村居民乳酸饮料消费状况进行随机抽样调查,了解农村消费者乳酸饮料消费状况、影响因素及进行乳酸饮料营养价值宣教后消费者消费态度改变状况。结果表明,农村消费者乳酸饮料购买率总体较低,品牌、包装类型、口味、价格等影响消费者的购买意向,消费者在了解乳酸饮料营养价值后消费态度有所转变。建议乳制品企业注重产品的品牌效应及质量安全,准确把握市场定位,多品种开发产品。

A random-sampled questionnaire survey was undertaken in Xiqiao Town of Chifeng City,Inner Mongolia to evaluate the consumption status,influencing factors and the change after learning the nutrition of lactic acid beverage.As indicated by the result,purchase ratio of lactic acid beverage is low.Purchase intention of consumers is influenced by brand,type of packaging,flavor and price.After learning the nutrition of lactic acid beverage,consumers＇ attitude changed.It was suggested that the dairy industry should pay attention to brand effect,quality safety,focus on the market positioning exactly,develop many varieties of lactic acid beverage.