Increasingly fierce market competition and highly personalized user needs are promoting enterprises to dig out new sales growth points, therefore, deep understanding of consumer choice behaviour and precision marketing have become a mainstream trend in daily commercial activities. Except on the marketing side, manufacturers can also optimize product structure by capturing the constantly changing consumer demands. However, consumers' choice preference for goods is based on the attributes of different products and affected by consumers' own factors. In a word, nowadays consumers' demands and preferences for products are becoming more and more refined. Therefore, it is necessary to analyze user preferences of different products in different industries accurately and timely. In the context of China's milk market, this research attempts to explore the present needs and preferences of Chinese consumers for the milk product.

Baiyang Zhao. Exploring the Influence of Milk Shelf Life on Chinese Consumers' Choice Preferences: A Qualitative Research Analysis. Academic Journal of Business & Management (2023) Vol. 5, Issue 5: 36-47. https://doi.org/10.25236/AJBM.2023.050506.

[1] Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections [J]. Psychology & health, 26(9), 1113-1127.

[2] Anastasiadou, S. D. (2014). A structural equation model describes factors affecting Greek students’ consumer behavior [J]. Procedia Economics and Finance, 9, 402-406.

[3] Berg, C., Jonsson, I. and Conner, M. (2000). Understanding choice of milk and bread for breakfast among Swedish children aged 11–15 years: an application of the Theory of Planned Behaviour [J]. Appetite, 34(1), 5-19.

[4] Carfora, V., Cavallo, C., Caso, D., Del Giudice, T., De Devitiis, B., Viscecchia, R., ... and Cicia, G. (2019). Explaining consumer purchase behavior for organic milk: Including trust and green self-identity within the theory of planned behavior [J]. Food Quality and Preference, 76, 1-9.

[5] Damit, D. H. D. A., Harun, A., Martin, D., Othman, B. and Ahmad, H. (2019). What makes a non-Muslim purchase halal food in a Muslim country? An application of theory of planned behavior [J]. Management Science Letters, 9(12), 2029-2038.

[6] Gummeson, L., Jonsson, I. and Conner, M. (1997). Predicting intentions and behaviour of Swedish 10–16-year-olds at breakfast [J]. Food quality and preference, 8(4), 297-306.

[7] Jaisan, C. and Lee, D. S. (2017). A mathematical model to predict ripening degree of kimchi, a Korean fermented vegetable for meeting consumer preference and controlling shelf life on real time basis [J]. Food packaging and shelf life, 12, 23-27.

[8] Karaman, N. K. and Girgin, G. K. (2021). An examination of the factors influencing local gastronomic product preference based on the theory of planned behavior [J]. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24(45), 623-664.