Research on Consumer Satisfaction of Yili SATINE in China

Abstract

With the development of the economy and society, people's living standards have improved, and they are paying more attention to their health and diet. The demand for organic food consumption continues to grow and organic milk, as an important part of organic food, is also loved by many consumers. As an increasing number of consumers become more aware of liquid milk, the advantages of organic milk are being highlighted and sales of which are gradually increasing. But while dairy companies are upgrading their products, they need to note whether they can fit in with consumers' consumption habits, and they also make efforts in terms of sales channels and publicity. At present, domestic organic milk product upgrades face the problem of low consumer acceptance, and there is still a long way to go for organic milk. As the organic milk market keeps developing, competition is getting fiercer. Hence, this thesis takes the example of Yili SATINE Organic milk of Inner Mongolia Yili Industrial Group Company Limited, which is a Chinese dairy products producer headquartered in Hohhot, Inner Mongolia. Based on the results of the questionnaires distributed, problems are identified and related analysis will be carried out in the paper, and we also propose guidelines and suggestions to improve the organic milk marketing strategy. This will help Yili SATINE organic milk to be more effective in the organic milk market, and enhance its competitiveness thus providing a basis for the future development.