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本研究以K-A-P问卷方法抽样调查了北京高校学生,以了解乳粉包装上的营养健康信息对他们购买意向的影响。结果表明,消费者对乳粉包装上的营养信息相当关注,营养素强化和脂肪含量调整等信息均可直接影响到购买时的选择。建议乳品生产企业在开发相关产品时更加重视产品的人群针对性,并在营销时加强对消费者的营养知识教育。
In this study, samples of K-A-P questionnaires were used to sample college students in Beijing to understand the impact of nutritional health information on their purchase intention on milk powder packaging. The results show that consumers are concerned about the nutritional information on milk powder packaging, nutrient enrichment and fat content adjustment and other information can have a direct impact on the purchase of choice. It is recommended that dairy products enterprises pay more attention to product-specific crowd-specific when developing related products, and educate consumers about nutrition knowledge in marketing.