Research on Consumer Purchasing Intention of Dairy Products in Heilongjiang Province Based on Factor Analysis

In recent years, China dairy industry has grown rapidly in recent years. The big expansion in the dairy consumer market increased competition in the national dairy industry. Therefore, research on consumer purchasing intention of dairy products is an essential part of dairy enterprise. Based on consumers' behavior and adoption theory, this paper takes consumers in Heilongjiang Province as the research object, collects the original data by the questionnaire survey. To analyze the consumer purchasing intention, this paper applies statistical analysis approaches including reliability, validation and factor analysis to those valid questionnaire for recycling. The result shows that the five common factors respectively are individual condition, family trait, cognitive level, brand character, social environment. Individual condition and family trait have the highest impact on purchasing intention. Then some suggestions on dairy marketing have been put forward.