Understanding Heterogeneous Consumer Preferences in Chinese Milk Markets: A Latent Class Approach
通过离散选择实验和潜在类别模型，将中国牛奶消费者分为价格敏感、平衡思考、健康意识和环保意识四类，揭示其品牌、认证、追溯标签和价格偏好的差异，为乳企营销提供参考。
Abstract We examine heterogeneous consumer preferences in Chinese milk markets. Using a discrete choice experiment, we examine how the brand, quality certification, traceability label and price influence consumers' milk choices. We identify four consumer segments using a latent class model: price conscious (9.8%), balanced thinking (19.8%), health conscious (57.5%), and environment conscious (12.9%) consumers. These four segments have distinct preferences: price conscious consumers prefer green certification; balanced thinking consumers have the highest willingness to pay for traceability labels; health conscious consumers have strong brand awareness; and environment conscious consumers prefer organic certification and traceability labels and use price as a quality signal. Such diversity of consumer preference can be explained by four psychological factors: price consciousness, food safety concerns, health consciousness and environmental concerns.