Consumers' Brand Preferences for Infant Formula: A Grounded Theory Approach

文献类型： 外文期刊

第一作者： Tian, Yaru

作者： Tian, Yaru;Peng, Hua;Dong, Xiaoxia;Li, Liwang;Zhu, Wenqi

作者机构：

关键词： infant formula; consumers' brand preferences; influencing factors; grounded theory

期刊名称：SUSTAINABILITY （ 影响因子：3.889； 五年影响因子：4.089 ）

ISSN：

年卷期： 2022 年 14 卷 13 期

页码：

收录情况： SCI

摘要： In recent years, the market pattern of infant formula in China has changed dramatically. The market share of domestic infant formula has exceeded that of imports. The essence of the market share change of domestic and foreign brands is the change of consumers' brand preferences. To explore which factors affected consumers' brand preferences, our study conducted a qualitative research method based on the grounded theory, through in-depth interviews with 60 mothers in the Beijing-Tianjin-Hebei region, systematically identifying the factors which affect consumers' brand preferences for infant formula, which allowed us to establish a theoretical model for them. We found that product characteristics and external environmental factors could directly affect the formation of consumers' brand preferences, or indirectly through the two intermediary factors of buyers and users. In addition, in the consumption of infant formula, buyers and users were separated, and infants, as actual users, were an important factor that could not be ignored in brand preference.

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