目录
摘要..II
关键词II
AbstractIII
引言
一、绪论.1
（一）研究背景与意义..1
（二）文献综述及简要评述.2
（三）研究内容与方法..3
二、研究设计与问卷设计4
（一）消费者选择牛奶品牌影响因素分析.4
（二）问卷设计..5
三、数据分析...5
（一）描述性分析.5
（二）相关性分析8
（三）回归分析..9
四、结论与建议10
（一）研究结论.........................10
（二）促进牛奶品牌形象建立及准确定位消费者的建议建议..............................11
参考文献..12
致谢13
图 1 我国牛奶产量及销售趋势图..1
表1变量说明 .6
表2基本信息分布表...7
表3变量间相关性分析.............................................................................8
表4 性别与牛奶品牌选择的交叉表分析8
表5 职业与牛奶品牌的交叉表分析.9
表6 回归分析结果10
消费者对牛奶品牌选择的影响因素研究——以江苏省为例
摘 要
随着经济的快速发展，我国的消费环境不断变化，人们的消费观也被不断影响。品牌作为企业的核心竞争力，在企业中不断得到强化和积累。牛奶作为一种绿色健康的饮品，消费者自然对其品牌的关注度更高；同时牛奶的品牌是否能够被消费者选择，也受到诸多因素的影响。本研究通过聚焦影响消费者行为的外部线索因素和消费者自身偏好相关的内部因素，探究不同因素对于消费者牛奶品牌购买的影响。通过问卷调查获取研究数据，运用SPSS统计分析对相关假设进行分析和验证。最终证实，外部线索因素中，牛奶的品牌形象、口碑和质量、原产地都对牛奶品牌的选择有正向的显著作用，而在 *51今日免费论文网|www.51jrft.com +Q: *351916072* 
电视或网络上做广告宣传的牛奶品牌被证实对消费者牛奶品牌选择有显著负向的影响；在消费者偏好的内部线索影响因素中，牛奶的保质期被证实对牛奶品牌选择有显著负向影响，即牛奶的保质期越长，消费者对该品牌的选择度越低。
 RESEARCH ON FACTORS INFLUENCING CONSUMERS’ CHOICE OF MILK BRAND: TAKE JIANGSU FOR EXAMPLE
ABSTRACT
Abstract: With the rapid development of economy, Chinas consumption environment is undergoing rapid and huge changes. Meanwhile, residents’ consumption value is being affected. As the core competitiveness of an enterprise, the brand is being continuously strengthened and accumulated in the enterprise. As a kind of green and healthy beverage, milk is under huge consideration when it comes to the brand. In turn, whether corporate milk brands can be selected by consumers is also affected by many factors. This study explores the impact of different factors on consumer milk brand purchases by focusing on external clue factors that influence consumer behavior and internal factors related to consumer preferences. The data used in the study were obtained through questionnaire surveys, and relevant hypotheses were analyzed and verified by using SPSS statistical analysis tools. It was finally confirmed that, among the external clues, the brand image of milk, the reputation and quality of milk brands, and the origin of milk all have a significant positive effect on the choice of milk brands. However, the milk brands advertised on TV or the Internet have proved to have a significant negative impact. Among the internal clues to consumer preference, the shelf life of milk has been shown to have a significant negative impact on milk brand choices, which means the longer the shelf life of the milk is, the less willingness consumers would show.

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