Authors: Yi Rong, Fei Guo, Kairui Qu, Yong Wang, Ruohui Lin.
Chinese dairy industry is rapidly expanding, especially within the cheese category. Western lifestyle has been accepted by more and more Chinese consumers. The changing palate offers great opportunities for cheese products. The objectives of this study were to find out Chinese consumers preference about the cheese product. A national online consumer usage and attitude survey was conducted (n=1260). These consumers were asked about how they purchase cheese, and their attitudes towards cheese product. A descriptive analysis and crosstab were undertaken to find out their opinions about cheese. We find that more and more Chinese consumers have admitted to know more about cheese products, but into the details they have cognitive limitations about the cheese. They are affected by their dining behavior and other food purchase experience. The research result will help the foreign manufacture know about the real attitude of Chinese consumers towards the cheese product.
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