Empirical Analysis of the Influencing Factors of Infant Milk Powder Sales in China 

Ziying Xun1, Zhen Cao1, Qian Chen2, Shan Yu3

1. School of Finance, Anhui University of Finance and Economics, Bengbu, 233030, China 

2. School of Economics, Anhui University of Finance and Economics, Bengbu, 233030, China

3. School of Accounting, Anhui University of Finance and Economics, Bengbu, 233030, China

Abstract: Infant milk powder has always been a hot topic of social concern, "Comprehensive two-child" pol-icy promotes the milk powder industry demand recovery, but China's milk powder incident is frequent, con-sumers are more and more cautious about the choice of milk powder. In order to further explore the influen-cing factors of milk powder sales , according to the 846 sales Information collected on an e-commerce plat-form , the product evaluation quantity is used to reflect the product attention. First of all, according to the consumption theory, the factors influencing the amount of evaluation (consumption degree) are obtained, The data collected are classified and analyzed, and secondly, the important variables are extracted from the data collected by the e-commerce platform, and the multivariate regression model with virtual variables is established, and it is found that the important factors affecting the evaluation amount are domestic ｏｒ imported and unit prices, among which the evaluation amount of imported milk powder is higher than that of domestic evaluation. And there is a negative correlation between the amount of evaluation and unit price, and finally give relevant suggestions to merchants and consumers.

Keywords: Infant milk powder; Influencing factors; Multivariate regression; Suggestion