Consumer perceptions on the origin of infant formula: a survey with urban Chinese mothers

• DOI: 10.1017/s0022029921000364
• Publication Date: 2021-05-17T09:54:27Z
• Authors: Liran Christine Shan; Chenguang Li; Zhongyi Yu; Áine Regan; Ting Lu; Patrick Wall
• Keywords: Ingredient; Country of origin; Popularity; Sample (material)

Abstract The consumer survey reported in this research paper aims to understand how Chinese mothers learn about and confirm the origin of powdered infant formulas (henceforward formulas), their knowledge level preferences between from different origins. With globalization, dairy companies can source ingredients for domestic production manufacture finished products across world. consumers are now facing a variety with brand origin, main ingredient (‘ nai yuan ’), manufacturing country-of-purchase. Drawing on large representative sample who have purchased formulas, we found that most them had intensively engaged learning confirming formulas' through strategies. However, they may not interpret related cues correctly: majority incorrectly considered ‘main origin’ as ‘manufacturing place’ could necessarily recognize ‘foreign’ ‘domestic’ brands. Among origins, authentic foreign branded, produced packaged showed high popularity Tier 1 & 2 cities among more knowledgeable consumers. In low-tier cities, these were equally popular domestically branded using imported milk powders other ingredients. Formulas directly acquired overseas markets unofficial channels least favoured by study shows consumers' previous one-sided endorsement towards appears weakened. Decisions made formula place would influence product attractiveness, segments target.