Abstract
Intense competition in China's dairy product market requires international marketers to identify focused segments and plan strategies to satisfy these segments' specific consumption needs. The college students group in large urban cities is an important growing market. This new consumer group accepts Western food culture, spends a majority of family income, and is willing to accept a relativly high price. Our study uses questionnaires collected from college students in Beijing in 2007 to analyze the impacts of family eating habits and dining at Western style fast food on students' consumption of milk, cheese, yogurt, and ice cream. We found a significant and positive impact of family eating habits on dairy choices. Dining at Western style fast food restaurants reduces the likelihood of milk consumption but increases yogurt and ice cream consumption. College students' dairy consumption is affected by household size, gender, students' dairy product knowledge, health concerns, and distance to shopping centers.
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