Study on the Influencing Factors of Women's Buying Behavior of Infant Milk Powder

Abstract

This paper, which is from feminist perspective, studies the factors that have influences on young mothers when they choose infant milk powder; meanwhile, it verifies the relationship between some individual conditions (such as income, age, etc.) and their purchasing behavior. In particular, this paper analyzes the correlation between personality and other purchasing factors. In addition, it analyzes the impact of government regulation, past milk safety incidents on the purchase behavior of young mothers. At last, it finds out the factors affecting young mothers whether they will buy domestic milk powder brands or not.