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Academic Journal of Business & Management, 2023, 5(5); doi: 10.25236/AJBM.2023.050506.

Exploring the Influence of Milk Shelf Life on Chinese Consumers' Choice Preferences: A Qualitative Research Analysis


Baiyang Zhao

Corresponding Author:
Baiyang Zhao

Xi’an Jiaotong-Liverpool University, Suzhou, Jiangsu, 215000, China


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.


consumer preference, Chinese dairy market, the extended TPB

Cite This Paper

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.


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