Multi-modal Analysis of Water Milk Consumption Preferences and Influencing Factors——Based on Shanghai's Generation Z Crowd

Abstract

This study aims to analyze the consumption preference and influencing factors of Buffalo Milk among Shanghai's Generation Z population, to provide marketing strategy references for dairy companies, and to promote the healthy development of Shanghai's Buffalo Milk market.In this paper, we first take the Generation Z population as the main body through network survey and literature survey, and select potential consumers who will buy buffalo milk from them, and then recover the questionnaires to conduct follow-up surveys, organize and analyze the existing buffalo milk industry data, and derive the overall development of Shanghai's Generation Z buffalo milk market, and compare the customer's loyalty to the brand by using the retention index in order to explore the brand equity of each brand. The brand equity of each brand is explored by utilizing the retention index to compare customer loyalty. Secondly, we collect basic data on buffalo milk consumption of Generation Z through online questionnaire survey based on K-Means clustering algorithm for feature extraction, and use word cloud to draw user profiles to find out the consumption preference of buffalo milk crowd. Then, the logistic model is used to explore the significant influencing factors that affect consumers' purchase of buffalo milk. Finally, we provide reasonable and effective suggestions for the "broken circle" problem of buffalo milk.