国产与进口品牌婴幼儿配方奶粉的消费选择——基于呼和浩特市城区消费者调查数据的分析

Consumption Choice of Domestic and Imported Infant Formula Milk Powder:Case of Urban Consumers in Hohhot

2008年"三聚氰胺"奶粉事件后,消费者开始怀疑国产品牌婴幼儿配方奶粉质量安全,更多转向消费进口品牌婴幼儿配方奶粉。消费者选择进口品牌婴幼儿配方奶粉,除对国产品牌婴幼儿配方奶粉信心不足外,是否还有其他因素影响其消费选择,影响程度如何,是值得研究的问题。基于呼和浩特市城区183个婴幼儿配方奶粉消费者的调查数据,分析其对国产品牌和进口品牌婴幼儿配方奶粉的消费现状,在此基础上构建Logit模型,研究国产和进口品牌婴幼儿配方奶粉的消费选择行为及其影响因素。结果表明,国产品牌婴幼儿配方奶粉市场份额低,进口品牌占据明显优势;婴幼儿配方奶粉的价格、消费者的受教育水平、家庭月收入水平以及婴幼儿年龄等因素均会影响消费者对进口品牌的婴幼儿配方奶粉的消费选择。其中,受教育水平,婴幼儿配方奶粉价格对消费有正向的影响。据此提出促进国产品牌婴幼儿配方奶粉消费的相关政策建议。

After the melamine infant formula milk powder incident in 2008, Chinese consumers began to doubt the quality of domestic infant formula milk powder, and more turned to buy the imported infant formula milk powder. Chinese consumers chosed to buy the imported infant formula milk powder because they lost the confidence on the domestic infant formula milk powder. Besides, We still need to study if there are any other factors that affect consumer＇ choices and how much the impact is. All those should be studied. Therefore, we made the survey on the urban consumers in Hohhot of Inner Mongolia about their consumption choice of infant formula milk powder. Based on those data, we did some descriptive analyses and built Tobit model to study the consumer choice behavior of domestic and imported infant formula milk powder and its influencing factors. The results showed that： the domestic infant formula milk powder had low market share and consumers favor the imported brands compared to domestic brands of infant formula milk powder; price of infant formula milk powder, consumers＇ education level, monthly income and age of the infant were the major factors influencing the consumers＇ choice. Among them, consumers＇ education level and price of infant formula milk powder had positive effects on the consumption of imported infant formula milk powder. Finally, we gave some policy recommendations to promote the consumption of domestic infant formula milk powder in China.