大学生群体液态牛奶消费行为分析——基于塔里木大学学生的调查

Analysis on the Consumption Behavior of Liquid Milk in College Students——Based on the Investigation in Tarim University

乳制品在改善居民膳食结构、提高人民身体素质、促进智力发育等方面有不可忽视的作用。大学生消费群体有其特殊的液态乳制品消费偏好和消费习惯。通过调查分析了塔里木大学学生的液态乳制品消费行为特征和其对新疆本土乳企的认知状况,通过Excel和Spss对调查问卷数据进行分析,从产品营销的"4P"角度对新疆本地乳企发展提出一些建议。

Dairy products play an unignorable role in perfecting the dietary structure of residents, in improving the people~ physical quality, and in promoting the intellectual development. College students consumer groups have their special liquid dairy consumption preference and habits. Through investigating students＇liquid dairy consumption behavior and their cognitive status on the local dairy in- dustry in Tarim University, we get some survey data, which are analyzed by Excel and SPSS software. From the view of the ＂4P＂ prod- uct marketing, we put forward some suggestions for the local dairy industry in Xinjiang.