Origin, Brand and National-brand Consciousness: Effects of Original Country in Infant Formula Milk Powder
XU Ying-jun1, XU Zhen-dong1, CHEN Yu-sheng2, WANG Jian-hua3,4
1.Research Center for Food Safety Co-governance of Shandong Province, Qufu Normal University, Rizhao 276826, China; 2.Management College, Ocean University of China, Qingdao 266100, China; 3.Food Safety Research Base of Jiangsu Province, Jiangnan University, Wuxi 214122, China; 4.Synergetic Innovation Center of Food Safety and Nutrition, Jiangnan University, Wuxi 214122, China
To explore the consumer’ preferences when selecting different infant formula milk powder, the paper takes product producing countries and countries of brand as main properties, selects 349 consumers from Shandong province as samples to perform experiments and questionnaires, and makes use of random parameter Logit model. The results suggest that compared with Chinese brand infant formula milk powder, the consumers have the highest willingness to pay for European brand, followed by the brand from New Zealand, and the willingness to pay for Japanese brand is much lower; compared with production in China, the consumers have the highest willingness to pay for production in European Union, followed by production in New Zealand, and the willingness to pay for infant formula milk powder produced in Japan is much lower. With the development of consumers’ national-brand consciousness, the gap between the willingness to pay for the infant formula milk powder produced in China or with Chinese brand and overseas narrowed significantly. For domestic infant formula milk powder manufacturers, it is an effective way of restoring consumer confidence to establish the branches overseas or cooperate with international famous manufacturers in brand building. Among the marketing strategies, guide and publicity of national-brand awareness will help increase the consumer’s preference for dairy products made in China.